Social media has become central to how consumers interact with brands in 2025—and the latest data shows brands are under increasing pressure to get it right.
According to The Social Pulse, a new survey of nearly 1,000 US consumers by Emplifi, trust and responsiveness are now the two biggest drivers of brand success on social platforms. More than ever, people expect brands to show up, respond quickly, and provide real value – not just polished content or product updates.
The top reason consumers follow brands? Deals. Nearly two-thirds of respondents said they follow brands for news of promotions and discounts, ahead of entertainment or product news. And when it comes to purchase decisions, 60% say a discount or offer is the biggest driver, while only 14% are influenced by celebrity endorsements. Instead, user-generated content – photos, videos and reviews from real customers – is trusted by 65% of respondents.
But posting promotions isn’t enough. Customers now expect real engagement and fast responses, especially when they reach out with a query or complaint. One in three expects a reply to a DM within an hour, and 46% of people say they’ll stop buying from a brand after just two bad experiences. Only 8% are willing to wait more than 48 hours for a response.
While AI tools can help brands triage and respond more quickly, the report finds that human interaction still matters most: 67% of people prefer speaking to a real person when dealing with a brand on social.
Emplifi also highlights the importance of posting frequency, with half of respondents saying they want to see brands post at least once a day – though audiences draw the line at multiple posts per day, which can lead to fatigue. Short, transparent and informative content is seen as more effective than overly polished videos, especially among Gen X and Boomers. Gen Z, however, is more open to longer-form content like livestreams, as long as it’s entertaining and interactive.
Social media isn’t just a marketing tool – it’s the core of the customer journey. Brands that treat it as such, and build a reputation for authenticity, responsiveness and community, are the ones that will thrive. Those that treat it as an afterthought risk being left behind.
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