Latest Consumer Expectations of Brands on Social Media in 2025

Understanding what your audience expects from you on social media is crucial for building trust, driving engagement, and ultimately boosting sales. The latest Social Pulse 2025 report by Emplifi offers fresh insights into how consumers want brands to show up online—and there are some key takeaways every social media manager should know.

Why Consumers follow Brands?

According to over 1,000 US social media users surveyed, the top three reasons people follow brands are:

1. News about promotions, sales, and discounts

2. Entertainment content

3. Updates on new products and services

👉 Key Insight:
If you’re not regularly sharing offers or product updates, you could be missing out on engagement—and conversions. While trends and memes can be fun, consumers are primarily looking for value-driven content.

Responsiveness is Non-Negotiable

Consumers expect brands to be active and engaged, not just posting content but responding promptly:

⏱️ 32% expect a DM response within 1 hour

💬 23% expect a text response within 6 hours

To meet these expectations:

• Use automated replies to acknowledge messages quickly.

• Always follow up with a human response.

• Treat social media as a core customer support channel—not just a marketing tool.

• Don’t forget to respond to positive mentions, not just complaints!

UGC Over Celebrities: Real People Drive Conversions

The report revealed that:

⭐ Only 14% of consumers are influenced by celebrities.

🙌 A huge 65% say user-generated content (UGC) influences their purchasing decisions.

👉 What This Means:
Shift your focus towards encouraging reviews, customer photos, and videos. Shoppable posts featuring real people will build far more trust than celebrity endorsements.

Discounts Drive Sales—More Than Trends

Consumers are clear: they’d rather see a good deal than a funny meme.

• Prioritise sharing promotions and exclusive offers.

• Use trends sparingly and only when they align with your brand and audience.

Customer Experience is Now a Social Expectation

• Be proactive—monitor mentions across platforms, even when you’re not tagged directly.

• Implement social listening as a core part of your strategy.

• 40% of consumers still prefer to pick up the phone, so ensure your contact options are clear and accessible.

Using AI tools to triage responses is smart, but remember—human connection wins loyalty.

Final Thought

The Social Pulse 2025 report highlights a shift towards faster responses, authentic content, and value-first communication. Brands that listen, engage meaningfully, and prioritise customer experience will stand out in an increasingly crowded social media landscape.