Social media management platform emplifi has released The state of consumer-brand engagement on social media in 2025 report. The platform surveyed nearly 1,000 frequent social media users to find out exactly how consumers expect brands to engage with them in 2025.

Insights:

• Trust is paramount. Consumers want brands to be genuine, responsive, and engaged. That trust isn’t built through marketing campaigns alone - it’s shaped by how brands interact with users, respond to feedback, and make customer service seamless.

The top three reasons consumers cited for following a brand account:

• 64% News about promotions, sales, and discounts
• 58% Entertainment
• 57% Learning about new products/product updates

BEHAVIOUR

• People follow brands that give them value. Mostly deals, entertainment, or product updates. 

What brands can do:

Brands should make their value clear upfront. They should use bio, pinned posts, and Stories to show why the following matters: exclusive deals, standout content, or community perks.

• Consumers use social media to validate buying decisions. Posts are trust signals. If brands look inactive or lack engagement, buyers will think twice.

What brands can do:

They can build trust with social proof. Post real customer testimonials, UGC, and visible responses to reviews or questions.

• Consumers expect brands to reward their loyalty. They want to feel part of something. Loyalty grows with social feels exclusive.

What brands can do:

Brands can turn their followers into insiders by giving them early access to sales, social-only deals, and sneak peeks to give followers what they can’t get anywhere else.

REVENUE

• People buy from brands that engage. 58% say it’s important to see brands respond to customers on social.

What brands can do:

Brands should act like a community member. They should reply to followers and comment on posts where they are mentioned - even if it’s not on their page.

• Celebs don’t drive conversions. Real people do. Just 14% say celebs influence them, while 65% say UGC does.

What brands can do:

Brands need to feature their customers. They need to encourage and spotlight real reviews, photos, and videos in shoppable posts to build trust.

• Discounts drive sales. Six out of 10 buy because of a deal, far above visuals, relatability, or humour.

What brands can do:

They can make promotions clear and consistent. They should also prioritise sharing deals and offers over chasing trends or memes. 

CONTENT

• Boomers prefer short, to-the-point videos. Many want them under 30 seconds, especially when it comes to product info or deals.

What brands can do:

They need to keep it simple by sticking to one clear message per 30-second video and using the format to share offers, how-tos, or real customer input.

• Gen Z has a higher threshold for longer live streams. They’re even okay with 20+ minutes long, but it has to be entertaining.

What brands can do:

Brands should try longer live formats that invite participation. If Gen Z is their primary audience, they should make sure the content is fun and keeps them engaged.

• About half of consumers want to see brand posts at least once a day. Weekly just won’t cut it for most. Frequent activity matters.

What brands can do:

They should post daily to stay relevant. They should also mix in UGC, quick updates, and lower-effort content to keep their presence strong without overloading their team.

CUSTOMER SERVICE

• The clock starts ticking as soon as a DM is sent. Delays lead to frustration - and, potentially, lost customers.

What brands can do:

They need to send instant auto-replies and acknowledge messages, and set expectations. Even a quick “We got this!” helps them feel heard.

• 58% say brand responses on social are important. Social care doesn’t just fix issues. It drives purchase decisions.

What brands can do:

Treat social care as part of the sales funnel. Be visible, responsive, and proactive – not just reactive to complaints.

• Customers want support on the platforms they use most. If they’re active on TikTok, that’s where they’ll expect help.

What brands can do:

Offer support on every platform your audience uses. Don’t ignore TikTok or Snapchat. They matter more than you might think.

CUSTOMER EXPERIENCE

• Customers don’t give second chances. One bad experience drives away 1 in 4. Two? Nearly half are gone.

What brands can do:

Act fast on negative feedback. Be consistent across platforms, and treat every touchpoint as a chance to earn loyalty

• 40% of consumers will still pick up the phone to find answers. This means every channel matters.

What brands can do:

Make it easy to call you. Keep contact info visible, and meet response-time expectations across all channels.

• Consumers want fast, human responses. Bots can help, but humans still matter most. People want to talk to people.

What brands can do:

Use AI to triage, but prioritise fast human follow-up. This is especially true on social. Treat it like a core support channel.

For the full report, visit emplifi.io.