2025年澳大利亚社交媒体指数报告

Social media is theepicentre of culture What happens on social sways the topicsjournalists cover, the products we buy andthe causes we care about. But as platforms become more saturated, it’s getting harder to earn (and keep)consumer attention. Brand content shows up on consumers’ feeds alongsidecontent from other brands, news outlets, creators, influencers, friends and family.Social marketers are burnt out trying to occupy (and compete for) space—on top ofconvincing their executive teams why social deserves meaningful investment. For more than 10 years, Sprout has surveyed consumers and marketers tounderstand the (always) changing role social media plays in our lives, and howbusinesses are adapting in an increasingly social-first world. Here we spotlightAustralia data from the 20th edition of the Sprout Social Index™, offering a view intowhat consumers expect from brands on social now, why creative fatigue is agrowing issue for social marketers and how—despite progress—gaps betweensocial teams and executives persist. Top social networks for keeping upwith trends in Australia Keeping up with culture 91% of Australian social users agree: Social is how they keep up with trendsand cultural moments—and they expect brands to tune in accordingly.R 9 The majority of social users (58%) plan to maintain the same level of socialmedia usage they did in 2024, while 24% plan to use it more in 2025.R 9 94% agree that most brands’ social media content does a good job ofkeeping up with online culture—of which 27% strongly agree. Which isgood because another 93% of Australian users agree it’s important forbrands to do so. What makes brandsstand out What Australian social users say makesbrands stand out as their favourite 1Quality of their product or service Consumers want brands to have a pulse on culture—but that doesn’t meanjumping on every trend. Consumers want to be listened to, not talked at, andthey reward brands who prioritise originality, relatability and audience engagement. 2Originality of their content Given brands' role as stewards and bastions of online culture, 93% of consumersagree brands need to take up the torch to combat misinformation more thanthey do today. 3How they engage with their followers Australian consumer reactions to brandsjumping on viral trends Chasing trends isn't enoughto break through the noise When consumers rank the most important traits of brand content, authenticity,relatability and entertainment value top the list. Reactive content, high productionvalue and product-centricity are markedly less important to consumers. People don’t really care how lo- or hi-fi content is, as long as brands are true totheir values and in tune with their audience. Nor are they intrigued by brands whochurn out content to participate in every trend. They’d rather brands deeplyunderstand the nuance of online culture as it pertains to their interests, and participate in sub-cultures their community is already a part of. Like any culture,online culture is about belonging and emotional connection. Australian social commerceand customer care Australian consumers search for newproducts and services on social mediawhen they need to make a purchase... Every stage of the customer journey exists on social. Algorithms and socialsearch drive discoverability. Comment sections, @-mentions and DMs areconsumers’ preferred method of customer service. In 2025, social will play an 1Within the next month even larger role in all commerce—a shift that’s been years in the making  73% of social users agree that if a brand doesn’t respond to customer servicequestions on social media, they will buy from that brand’s competitor nexttime—20% of those respondents strongly agreed.& 2ASAP 3When others start recommending a specific product  Most social users (38.5%) make spontaneous purchases based on socialmedia content a few times per year, with 28% reporting that they makespontaneous purchases on a monthly basis. Is AI the answer tocreative fatigue? On social, brand content coexists on feeds alongside content from news outlets,creators, influencers, friends and family. Social marketers are burnt out trying tooccupy (and compete for) space—but AI could present an interesting solution.+  Almost all (97%) Australian social media practitioners agree that socialcontent has to keep up with online trends and culture. The same amountagree they have to be chronically online to work in social media.+  52% of social practitioners report feeling the same amount of creative fatigueas a year ago, while 26% report feeling more.+  Most practitioners are on board with AI as a resource to battle creativefatigue, with 55% reporting they’re very confident and 42% somewhatconfident. The divide between socialteams and executives Australian social practitioners’greatest fears Audiences shifting their social usage to private/closed networks Though almost all Australian social practitioners think their team does a