What Consumers Want

The 2025 Sprout Social Index™ reveals a clear message for brands: authenticity, speed, and smart content are the keys to winning hearts—and wallets—on social media.

1. Authenticity and Relatability Win

Nearly half (49%) of consumers say that original, authentic content is what makes their favorite brands stand out online. Forget the copy-paste approach—audiences crave real stories, genuine voices, and content that feels relatable.

2. Be Smart About Trends

While 40% of consumers enjoy seeing brands participate in viral trends, a significant 33% find it embarrassing when brands jump on every bandwagon. Even more, 27% believe trend participation is only effective if it happens within 24-48 hours of a trend’s peak. The takeaway? Be selective and timely—don’t force it.

3. Personalized Customer Care is Essential

Social media is now a frontline for customer service. About 73% of consumers would switch to a competitor if a brand doesn’t respond quickly to their inquiries on social platforms. Fast, personalized replies are no longer optional—they’re expected.

4. Serialized Content Drives Engagement

Consumers are increasingly drawn to recurring content series that tell stories and feature familiar faces. Serialized, original content not only boosts engagement but also builds brand loyalty over time.

5. AI is Shaping the Future

Brands are doubling down on AI: 48% of marketing leaders plan to increase their AI investments in 2025, and 97% say AI proficiency is a must-have skill for their teams. AI is helping brands create smarter strategies, deliver better customer care, and keep content fresh.

The Bottom Line

To thrive on social media in 2025, brands should:

• Focus on authentic, original content.
• Engage with trends thoughtfully and quickly.
• Prioritize fast, personalized customer service.
• Invest in serialized content and AI-powered strategies.

Consumers are raising the bar—will your brand rise to meet their expectations?

For more insights, check out the full report: What Consumers Want on Social 2025 (PDF)