Consumers Want Human-Led Engagement on Social — Sprout Social 2025

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In a social media ecosystem dominated by trends, noise, and AI-generated content, what actually wins loyalty? According to Sprout Social’s 2025 Social Index, the answer is human-first engagement. Based on responses from over 4,000 consumers and 1,200 marketing professionals, this report unpacks how brands can stand out in a saturated space—not by doing more, but by showing up with purpose, cultural awareness, and personalized care.

Key Findings from the Report

• Consumers say high-quality products, original content, and fast customer response are what make brands stand out on social.

• 93% believe it’s important for brands to understand and participate in online culture—but without chasing every trend.

• The most favored brands don’t rely on corporate voice or over-produced content—they’re relatable, authentic, and off-the-cuff.

• Consumers expect timely, personalized responses to customer service inquiries via social. Failure to respond often results in lost business.

• Nearly a third of users plan to increase their time on social in 2025, with many relying on it to discover products and make purchases.

• Social commerce is rising, especially among Gen Z, with TikTok and Instagram emerging as leading platforms for discovery and transactions.

• Over 90% of consumers believe brands need to do more to fight misinformation and earn trust in social spaces.

The CXF Take

Sprout’s latest Index offers a clear look into changing consumer expectations: people are looking for relevance, responsiveness, and relationships on social platforms. Engagement is no longer about pushing out content and hoping it lands. What resonates are thoughtful interactions—personalized replies, authentic voice, and an understanding of the communities being served.

Consumers also want brands to be culturally aware without overreaching. Participating in culture means knowing when to speak, how to add value, and when silence is the more respectful choice. Many brands overextend themselves chasing trends that don’t fit their identity, which can dilute trust.

Another key shift is the role of social media in customer service. Consumers increasingly turn to social channels for help and expect fast, direct responses. Brands that prioritize service and listening—rather than broadcasting—stand out more clearly. The way teams handle inquiries, tone, and follow-up has become a defining piece of customer experience.

To meet these expectations, brands need to revisit their social playbook. That means focusing less on campaign volume and more on dialogue quality, internal alignment between CX and marketing, and content strategies built around genuine connection.