What Consumers Want from Brands on Social Media

Social media has become more than a platform—it’s a space where culture, commerce, and connection thrive.

As I explore how billions of users shape trends and influence opinions daily, I see clearly how the stakes for brands have never been higher. 

The insights from the Sprout Social Index 2025 have helped me understand actionable strategies that brands need to succeed in this fast-paced digital world.

Why Social Media Is Essential

When I think about how culture unfolds today, I realize that social media is at the center of it all—from viral trends to global movements. 

It’s no surprise to me that 93% of consumers believe brands must stay culturally relevant. But here’s what stands out: simply showing up isn’t enough. 

To succeed, brands need to align their efforts with authenticity, timeliness, and their core identity.

Trend Participation: Generational Preferences

One thing that fascinates me is the generational divide in how consumers view trend participation. 

While 40% of consumers appreciate trend-savvy brands, Gen Z—the TikTok generation—is far more receptive to this. They’re drawn to creativity and authenticity on platforms like TikTok and Instagram. 

Boomers, on the other hand, often see trend-jumping as forced and irrelevant.

Balancing Authenticity and Engagement

Consumers value brands that offer more than surface-level participation. They demand originality, relatability, and meaningful interactions. Key traits that resonate with audiences include:

• Authentic storytelling over corporate jargon.
• Thoughtful engagement instead of excessive posting.
• Content that reflects shared values and real emotions.

Here’s What I’ve Learned:

• 94% of consumers think brands do a good job staying culturally aware.
• 93% believe brands should actively combat misinformation.

How Brands Can Do Better:

• Use social listening tools to understand what people care about.
• Focus on quality over quantity in content creation.
• Engage authentically with audiences rather than just posting to fill a schedule.

Social Commerce Is Changing the Game

Social media now covers the entire customer journey. Consumers discover, evaluate, and purchase products while interacting with brands online. 

According to the Index, 73% of consumers expect quick responses to social media queries. Failing this could drive them to competitors.

Additionally, social commerce is growing rapidly. More consumers are purchasing directly from platforms like Facebook and TikTok, with Gen Z leading this trend.

Understanding Online Culture

Online culture is about belonging and emotional connection. Brands that understand and authentically engage with subcultures often gain the most loyalty. 

Key factors consumers value include:

• Original and entertaining content.
• Meaningful engagement with followers.
• Quick and personalized customer responses.

A Look Back: How We Got Here

Looking back, I’ve seen how social media has grown from a simple marketing tool to a cultural and commercial powerhouse. 

Platforms like MySpace paved the way for today’s giants like TikTok and Instagram. 

The pandemic accelerated this evolution, making digital engagement a necessity for businesses.

What’s Next for 2025?

Here’s what I believe the future holds:

1. Social Commerce Expansion: More consumers will make purchases directly through social platforms.
2. Higher Standards for Authenticity: Audiences will demand genuine interactions over corporate messaging.
3. Platform Prioritization: Brands will focus on platforms that best align with their audience.
4. AI-Driven Personalization: AI will help brands deliver tailored content and services.

Actionable Tips for Brands

From everything I’ve learned, here’s what I’d recommend:

Be Selective: Don’t chase every social media trend. Focus on those that align with your values.

Act Quickly: Trends fade fast. Engage within 24-48 hours when it makes sense.

Build Relationships: Prioritize meaningful connections over visibility.

Listen to Your Audience: Use social listening to understand what matters to them.

Improve Customer Service: Deliver timely and personalized support to stand out.

Key Takeaways

• Stay culturally relevant while remaining authentic.
• Focus on quality content that resonates with your audience.
• Use social media as a complete customer journey tool.
• Adapt to generational preferences to strengthen connections.

Leverage tools to enhance engagement and care strategies.

Dileep Thekkethil

Author

Dileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.