According to the 2025 Sprout Social Index Edition XX, social media has emerged as the leading source for staying updated on trends and cultural moments, surpassing TV, family, friends, and other digital channels. This shift allows brands to engage directly with consumers in their social feeds.
However, capturing attention requires more than just jumping on viral trends. Brands must focus on delivering authentic, human-centred content and personalised interactions, particularly in customer care, to build trust, drive sales, and stay relevant in cultural conversations.
The Index surveyed consumers, social practitioners, and marketing leaders, emphasising the importance of balancing trend engagement with authenticity. While 93% of consumers expect brands to keep up with online culture, merely following trends can be risky.
Around one-third of consumers find it embarrassing when brands jump on trends, and 27% believe these efforts only remain effective for 24-48 hours. This may lead to burnout among social media teams, with 94% of practitioners feeling the need to be “chronically online” to stay ahead. Instead, consumers value originality and relatability, with half stating that unique content helps their favourite brands stand out.
“Instead of continuously jumping on overly-saturated viral trends, brands can build their social presence more effectively by digging into the nuances of online culture, participating in what their communities value, and meaningfully engaging their followers on an individual level,” said Scott Morris, Chief Marketing Officer at Sprout Social.
The findings highlight that 81% of consumers say social platforms drive them to make impulse purchases, and 73% admit they would switch to a competitor if a brand fails to respond on social media. This emphasises the need for brands to create a cohesive social strategy that spans the entire customer journey —from discovery to loyalty — impacting the company’s bottom line.
In response to these evolving trends, nearly 48% plan to boost AI spending in 2025, recognising the technology’s potential to alleviate creative fatigue. 93% of social practitioners believe AI can help reduce burnout, which has become more pronounced in the past year. Interestingly, fears of AI replacing jobs are minimal; practitioners are more concerned about shifting social network usage, leadership trust, brand crises, and burnout.
The report also highlights a trust gap between social teams and executives. While 74% of executives believe they trust their social teams, nearly half of practitioners feel their leadership only partially understands social media’s value.