Key Takeaways:
- Brands must focus on being real and engaging fast to win on social media in 2025.
- People follow brands for deals, fun, or product updates—not just because they exist.
- Discounts and user-generated content are big drivers for purchases.
- Most users expect brands to reply to messages within a few hours.
- Facebook and Instagram are still top for customer service, but TikTok and Snapchat matter too.
- Keep videos short for boomers and longer for Gen Z if it’s entertaining.
- After one or two bad experiences, many customers leave for good.
- While AI can help, people still prefer real humans for customer service.
In 2025, social media will be all about being real, fast, and meaningful. A new survey of almost 1,000 U.S. social media users shows that old-school marketing tricks don’t work anymore. People want brands to step up their game. Let’s break it down.
People Follow Brands for a Reason
Imagine you’re scrolling through social media. Why do you follow a brand? Chances are, it’s because they offer something you want. The survey says the top reasons people follow brands are:
- Deals and discounts—64% of people want to save money.
- Entertainment—58% follow brands that make them laugh or feel good.
- New products—57% want updates on what’s fresh.
If a brand doesn’t give value, people will ignore it. So, brands need to figure out what their followers want and deliver it.
What Makes People Buy?
When it comes to buying stuff, some things work better than others.
- Discounts are the biggest deal—60% of people buy because of sales.
- User-generated content (like photos or videos from real customers) influences 65% of shoppers.
- Visual appeal matters too—35% buy because posts look cool.
- Humor works for 25%, and being part of trends matters to 21%.
Surprisingly, celebrities don’t matter much. Only 14% of people care about celeb endorsements.
Fast Replies Are a Must
Brands better be quick on social media!
- 32% of people expect replies within ONE HOUR.
- 23% give brands up to 6 hours.
- If you take 24 hours or more, you might lose a third of your customers.
People get impatient. If a brand is slow, they’ll take their business elsewhere.
Social Media for Customer Service
Major platforms like Facebook (55%) and Instagram (47%) are still king for customer service. But brands can’t ignore newer apps like TikTok and Snapchat.
The key? Be where your audience is and respond fast.
Post Smarter, Not Just More
How often should brands post?
- 25% of people like multiple posts a week.
- 23% want daily posts.
- 18% are good with weekly updates.
But it’s not just about how often you post—it’s what you post. Baby boomers love short videos (under 30 seconds) for product info or deals. Gen Z, on the other hand, is okay with longer videos, even 20-minute live streams, as long as it’s fun.
Customers Are Quick to Leave
People don’t stick around if things go wrong.
- 46% leave after two bad experiences.
- 24% bail after just one.
- 11% will stick around until they’ve had four issues.
It’s not just about prices. People leave because of bad experiences. Brands have to make every interaction count.
Humans Over Robots
Even with all the AI tools out there, people prefer real humans.
- 66% of consumers want human responses, not automated ones.
- AI is helpful for sorting messages, but brands need to follow up with real people.
How Brands Can Win in 2025
So, what should brands do?
1. Keep It Real
- Short videos (under 60 seconds) work best. Focus on being real instead of fancy.
- Use user-generated content. People trust real customers more than glossy ads.
2. Speed Up Service
- Respond quickly to messages. AI can help sort messages, but humans need to step in fast.
- Delays mean lost customers.
3. Make Service Effortless
- Fix issues publicly. When you solve a problem in the open, it shows you care.
- Use AI to spot complaints early and jump on them right away.
4. Build Real Connections
- Don’t just start conversations—join them. Act like a friend, not a salesperson.
- Be authentic. People can tell when you’re faking it.
The Bottom Line
In 2025, social media is about more than just posting pictures. Brands need to be real, fast, and meaningful. They must engage, listen, and respond.
As the report says, “The brands that master content, engagement, and customer care will own the space. Those that treat social as an afterthought? They’ll be forgotten.”
So, brands, step up your game. People are watching, and they’re ready to move on if you don’t deliver.
