Social media marketing is continuously changing, and 2025 is no different for brands to engage with their audiences. Recent research from Sprout Social puts into perspective what consumers expect and how marketers can adapt.

Viral Trends: A Double-Edged Sword
Jumping on viral trends is a delicate dance for brands: 40% of consumers think it’s cool, while 33% find it embarrassing. Timing is everything, as 27% of consumers believe participation in a trend is only effective within 24 to 48 hours. Generational differences are sharp, too: Gen Z is generally more receptive to brands engaging with trends, while older audiences are less impressed.
Here’s a summary of consumer opinions on trends:
Consumer Opinion | Percentage |
Find trends cool | 40% |
Find trends embarrassing | 33% |
Timing is key (24-48 hours) | 27% |
For brands, this highlights the importance of being thoughtful about which trends to join. Authenticity and relevance should guide their participation. As Layla Revis from Sprout Social notes, “Marketers should focus on understanding the culture of their audience and engaging meaningfully.”
Social Media Expectations: Quick, Personalized, and Relatable
Modern consumers want brands to act more like friends on social media. They value fast responses and personalized care. According to the report:
- 75% of consumers would switch to a competitor if their social media inquiries are ignored.
- Relatable and authentic content is a priority for most audiences.
This shift toward human-like interactions offers brands an opportunity to create deeper connections. Instead of chasing every viral trend, brands should concentrate on producing content that aligns with their audience’s interests and values.
Challenges Ahead: Political Climate and Platform Changes
A second Trump presidency brings potential changes to the social media landscape. Concerns include:
- TikTok Ban: With 82% of Gen Z active on TikTok, a ban could disrupt marketing strategies aimed at younger audiences.
- Content Moderation Changes: Shifts in moderation policies might affect how brands handle misinformation and interact with their audience.
Despite these uncertainties, the report shows that social media remains a key sales channel. About one-third of all consumers and nearly half of Gen Z plan to shop through social platforms in 2025. This highlights the need for a strong presence, even as platforms and regulations shift.
What Consumers Want From Brands
To succeed, brands should focus on the following:
- Combat Misinformation: 93% of consumers expect brands to take a stand against misinformation. Tools like Community Notes can help brands engage transparently and promote accurate information.
- Prioritize Originality: Consumers want brands to create unique, entertaining content that reflects their values. This approach resonates more than surface-level participation in trends.
- Be Responsive: Quick, personalized interactions on social media can significantly improve brand loyalty.
Key Takeaways for 2025
The challenges of 2025 don’t spell doom for social media marketing. Instead, they present an opportunity to innovate and build stronger relationships with audiences. By focusing on authenticity, timely responses, and meaningful engagement, brands can navigate this changing landscape and thrive.