What Do Consumers Want On Social in 2025

Hey Social Media Managers, Give The People What They Want ✊

Who Runs the World? 🌍

Even though Beyoncé might have a different take on the subject 👯, social media runs the world too. From viral trends to breaking news, social media is where everything happens. It’s the birthplace of cultural moments, the loudest group chat on the planet, and the go-to source for everything from fashion inspo to global movements.

The question “What’s happening on social?” isn’t just small talk - it’s the pulse of newsrooms, boardrooms, and dinner tables worldwide. Traditional media took a backseat, and now? Social is the driver, setting the agenda and shaping opinions in real-time.

Whether you’re discovering your next obsession, debating the latest controversy, or jumping on a trend, one thing’s for sure - social media is the north star, and we’re all following its lead.

Win or Lose The Game 🎲

In the chaotic swirl of social media, your brand’s content isn’t served on a silver platter - it’s dropped into a never-ending stream of updates from influencers, news outlets, brands, and Aunt Maria’s vacation pics. Users are scrolling at lightning speed, dodging distractions and diving into new rabbit holes with every swipe.

For marketers, this always-on culture is a double-edged sword. Some scramble to stay relevant, hopping on trends just to keep up. Others use it as a creative launchpad, turning cultural moments into lasting connections. But here’s the real question: Do consumers actually want brands in their online spaces? And if so, how can you show up in a way that builds trust, affinity, and loyalty - without feeling forced?

Let’s break it down. 👇

Do’s ✅ & Don’ts ❌

Staying ahead in social media means knowing what to ditch and what to double down on. Here’s your 2025 playbook:

Excuse Me, Do You Speak Internet? 👅

The internet isn’t just a platform - it’s a living, breathing culture with its own language, unwritten rules, and ever-evolving trends. From viral memes to niche slang, online culture moves fast, shaping how people communicate, connect, and consume content.

Social media has become a dialect of its own, where inside jokes turn into global moments and trends shift overnight. For brands, cultural fluency isn’t optional - it’s the key to relevance. Understanding the nuances of online behavior isn’t just about hopping on trends; it’s about speaking the same language as your audience, building genuine connections, and earning a spot at the top of your industry.

Get it right, and you’re part of the conversation. Get it wrong… and the internet never forgets. 👀

Who’s The 🤴 of Networks?

When it comes to staying on top of trends and cultural moments, consumers aren’t tied to just one platform - they’re everywhere. But some networks remain the go-to hubs for discovering what’s new and staying in the know.

For most, Facebook, Instagram, and YouTube are the social media staples, the places they turn to for news, trends, and conversations. If forced to pick just one? Facebook still takes the crown, with Instagram right behind.

But Gen Z plays by different rules. Their top three? Instagram (89%), YouTube (84%), and TikTok (82%) - a generational shift that’s shaping the future of digital culture.

Overall favorites:

📍 Facebook & Instagram (51%) – The OGs of social, where news, trends, and conversations unfold daily.

📍 YouTube & TikTok (37%) – The go-to platforms for viral moments, deep dives, and snackable content.

No matter the platform, one thing’s clear - social media is where culture happens.

Scroll Stoppers Unite 🤜🤛

How to cut through the noise and be a scroll stopper?

Knowing online culture? ✅ Essential.

Copy-pasting every meme? ❌ Cringe.

Consumers want brands to be tapped into the moment - but chasing every trend won’t make you stand out. In fact, it can do the opposite. The real win? Listening over lecturing.

The brands that cut through the noise aren’t the loudest - they’re the most original, relatable, and engaged. Prioritize real conversations, fresh creativity, and audience-first content, and watch your brand become one people actually want to follow.

Quality Over Clout 🤌

Great branding and a killer social strategy? Awesome.

A top-tier product or service? Non-negotiable.

Consumers flock to brands that actually deliver - because no amount of viral content can make up for a subpar experience. That’s why authentic reviews, positive word-of-mouth, and customer feedback are more powerful than any ad spend.

But don’t get it twisted - this isn’t a cue to flood your feed with product promos. Consumers are over the salesy, corporate speak. The brands winning on social? They tell stories, build connections, and let their audience do the talking.

Want to Stand Out? 👀

It’s not just about showing up - it’s about how you show up. Here’s what consumers say separates the best from the rest:

✅ Quality product or service

No gimmicks - great social starts with a great brand. Consumers notice.

🎨 Original content

Copy-paste vibes? No thanks. Fresh, creative content wins every time.

💬 Engaging with followers

People don’t just want to be talked at - they want real conversations.

⚡ Fast customer response

Speed matters. The faster the reply, the stronger the connection.

🏆 Employee-generated content

When teams love a brand enough to post about it, consumers pay attention.

Give The People What They Want

Getting people to hit follow isn’t about flooding feeds with constant posts - it’s about showing up in a way that actually resonates. Before consumers commit to your brand, they look at:

✅ How original your content is – Are you bringing something fresh to the table, or just blending in?

✅ How you engage with them – Do you listen and interact, or just broadcast and bounce?

Social media may be crowded, but those one-on-one moments still matter. Replying, reacting, and making your audience feel seen? That’s how loyalty is built.

When it comes to brand content, consumers crave:

🎯 Authenticity & relatability – They want real, not forced.
🚫 Less shock value – Overly sexual or try-hard voices? They’re over it.
🎥 Content that makes sense – High-production or lo-fi doesn’t matter - relevance does.

Forget trying to be different just for the sake of it. The best brands carve out an identity that feels true, human, and worth following.

Show Me The Money 🤑

Social media isn’t just for scrolling - it’s turning into the ultimate impulse-buy machine.🛍️ 💸

📌 81% of consumers admit they make spur-of-the-moment purchases inspired by social content multiple times a year.
📌 28% do it monthly - because when the right product hits at the right time, resisting is hard.
📌 Hyper-personalized feeds = Ads, influencer posts, and real user reviews tailored to your exact wants (and weak spots).

And while only 13% of shoppers currently buy directly from social platforms, that’s about to change:

🚀 1 in 3 consumers expect to shop more through social networks in 2025.
📈 Gen Z? Almost half are ready to embrace social commerce full force.

When it’s time to hit checkout, consumers are most likely to buy from:

🏆 Facebook (still the leader in social shopping)
📲 TikTok & Instagram (where Gen Z does the most damage)

With social shopping getting smoother, faster, and way more intuitive, one thing’s clear: Buying straight from your feed is the future.

Feel The Pulse 🫀

Social media isn’t just a place where trends happen - it’s where culture lives. It fuels global conversations, shapes perspectives, and influences everything from what we buy to what we believe.

For brands, social isn’t a stage for chasing trends - it’s a window into consumer insights and a direct line to the communities that matter most. The smartest marketers use it to:

- Build authentic brand identities that stand out 🎭
- Create seamless customer experiences that keep people engaged 💬
- Tap into real-time feedback to refine products and strategies 🔍

Your audience is already talking. The only question is - are you listening? 🎧

Sources:
The 2025 Sprout Social IndexTM Edition XX