2025年社交媒体消费者品牌互动现状

The state of consumer-brandengagement on social media in 2025 INTRODUCTION What do consumers want from brandson social media in 2025? A static Facebook page or an outdated blog post won’t cut it. Consumers expect brands to show up where they already are, respond quickly, and provide real value – not just ads. They also want honesty, entertainment,and a sense of community. But what does that really mean for brands? Your social strategy needs to align with how your audienceactually interacts with brands online. This report delivers data-driven insights and actionable strategies to helpyour brand: out exactly how consumers expect brands to engage withthem in 2025. through marketing campaigns alone – It’s shaped by how brandsinteract with users, respond to feedback, and make customerservice seamless. on socialIdentify what makes them engage, buy, and stay loyalOptimize your content, engagement, and customer They’re building lasting relationships. you’re already losing ground.As you read on, let this be your guide to holding that ground. to show up – andhow to win. TABLE OF CONTENTS What you will find in this survey report media users from a wide spectrum of ages and demographics to understand theirbehavior, preferences, and expectations for brand interactions on social media. Nature of survey:This was a 15-minute online survey offered in English only. Sample size:The sample was 965 U.S.-based consumers (229 in Generation Z, 242 Millennials,241 in Generation X, and 213 Baby Boomers). When:Data collected November 14-26, 2024 Qualifications:To qualify, respondents had to:- Use at least two of the following at least twice a week: Facebook, Instagram, TikTok, or X. - Have interacted with a brand on social media in the past 90 days. BEHAVIOR What we know: Consumer behavioron social media validate buying decisions.Your posts are trust signals. them value. to reward their loyalty. If your brand looks inactiveor lacks engagement, buyerswill think twice. product updates. If you’re not offeringsomething they want, don’t bother. something. Loyalty grows withsocial feels exclusive. They follow them because they offer something valuable.Whether it’s exclusive deals, engaging content, or realconnections, brands that get this right earn loyalty.Those that don’t? They get ignored. a brand account: Give early access to sales, Post real customer testimonials,UGC, and visible responses toreviews or questions. matters: exclusive deals, standoutcontent, or community perks. to give followers what theycan’tget anywhere else. a VIP experience. REVENUE What we know: What prompts socialmedia users to purchase(and what doesn’t)? member. that engage.58% say it’s important to see comment on posts where yourbrand is mentioned – even if it’s brands respond to customerson social. purchase via social media in the past 90 days, showing thatyour most engaged followers are pretty likely to also be yourmost engaged followers. clear is that people trust people like themselves more than theydo brands, and they expect brands to be responsive to the worldaround them. conversions.Real people do. Just 14% say shoppable posts to build trust. 65% say UGC does. of them in. Social isn’t just where consumers discoverproducts –it’s where they decide to buy. Prioritize sharing deals andoffers over chasing trends or Brands that combine strong visuals, relatablecontent, and timely offers are best positionedto convert followers into customers. memes. Give them what they’rebegging you for. relatability, or humor. CONTENT What we know: How can brandskeep their audiencesengaged? to see brand posts at leastonce a day. to-the-point videos.Many want them under 30 seconds, longer live streams.They’re even okay with 20+ minutes especially when it comes to productinfo or deals. long, but it has to be entertaining. Frequent activity matters. video and giveaways (which can often be combined)and see how your audience responds. consumers care the most about whether it’s informativeand honest. If Gen Z is your primary audience,make sure the content is fun and keeps Mix in UGC, quick updates, andlower-effort content to keepyour presence strong withoutoverloading your team. to share offers, how-tos, or realcustomer input. them engaged. If your audience skews younger, lean into entertainment and interactivity. CUSTOMER SERVICE What we know: What do consumersexpect from socialcustomer care? Acknowledge messagesand set expectations. Evena quick “We got this!” helpsthem feel heard. as soon as a DM is sentDelays lead to frustration – and, potentially, lost customers. Facebook (55%) and Instagram (47%) to get customerservice-related issues solved. brands when it comes to customer service on social media.Meeting your customers where they are matters, but doing so ontheir timetable is crucial. on social are importantSocial care doesn’tjust fix issues. It drives of the sales funnel.Be visible, responsive, andp