Emplifi reveals 70% of consumers will abandon a brand after just two negative experiences

New York, April 2, 2025 – Emplifi, the leading unified customer engagement solution, today released “The Social Pulse: State of Consumer-Brand Engagement on Social Media in 2025”, a new report offering valuable insights into consumer behavior on social media and the evolving expectations for brand engagement. According to the report, 70% of consumers say they will abandon a brand after just two negative experiences, while nearly a quarter will stop purchasing from a brand after only one bad experience. The report makes evident that B2C brands are under extreme pressure to deliver exceptional customer experiences from the very start of the consumer-brand relationship if they want to nurture long-term customer relationships.

Emplifi’s report includes a survey of nearly 1,000 U.S. consumers across generations conducted in collaboration with Alchemer. The survey findings reveal key trends when it comes to the reasons consumers follow and engage with brands on social media. The primary takeaway: Consumers expect brands to offer value, care about their communities, and engage authentically in real time.

Consumers Follow Brands for Value

Emplifi found that the top reasons consumers follow brands on social media are for deals (64%), entertainment (58%), and product updates (57%). Other reasons consumers follow a brand’s social media account include content that involves real customer experiences (42%), product usage information (40%), lifestyle content (37%), and brand communities (34%).

“Consumers are increasingly following brands for tangible value – whether it’s through deals, useful content, or lifestyle engagement,” said Emplifi CMO Susan Ganeshan. “Consumers want to feel like they’re part of something, not just passive recipients of marketing messages. They want to actively engage with like minded individuals with similar tastes and styles. Our survey findings highlight why it’s so important for brands to not only offer value but also to stay relevant by delivering content that fosters and supports consumer connections.”

Purchasing Habits on Social Media

According to Emplifi’s report, approximately half of frequent social media users have made a purchase via social media in the past 90 days, showing that a brand’s most engaged followers are likely to be their most loyal customers. Top reasons for completing a purchase include discounts (60%) and shopping intent (51%). Visual appeal (35%), relatability (28%), humor (25%), and topicality (21%) rank lower as purchasing motivators.

“These findings highlight a clear opportunity for brands to capitalize on their engaged audiences, especially by leveraging discounts and promotions to drive purchases,” Ganeshan said. “While clever and relatable marketing certainly has its place, the data shows that people are most motivated by practical reasons such as discounts. A well-timed offer or promotion is crucial in terms of converting followers into paying customers, which is why brands must ensure they have a seamless social media commerce strategy in place.”

The Importance of Customer Care on Social Media

Nearly 60% of consumers said they find it important for brands to respond to customers on social media. Frequent social media users most commonly turn to a brand’s Facebook (55%) and Instagram (47%) accounts for customer service-related issues. When it comes to direct messaging (DM), 32% of consumers expect a response within one hour, underscoring the urgency for brands to deliver timely and efficient customer care. Additionally, 23% of consumers expect a text response within six hours, 17% expect a response within 12 hours, and 17% anticipate a reply within 24 hours.

“Social media is an always-on environment, and consumers expect brands to engage with them in real time across multiple channels,” Ganeshan said. “In a world where competition is fierce and attention spans are short, failing to respond quickly or effectively can cost brands not just a customer but their credibility. Timely, efficient support isn’t just a necessity—it’s a chance to build stronger connections and lasting loyalty. And with AI-based solutions, brands can stay agile, ensuring they can scale to the demand, while creating meaningful relationships that keep customers coming back.”

Importance of Customer Experience

The study reveals that customer experience is a critical factor in brand loyalty with 70% of consumers admitting they will leave a brand after just two bad experiences and another 24% who said they would depart after only one bad experience. As the frequency of negative experiences increases, customer retention becomes even more fragile. Furthermore, 40% of consumers will call a brand directly for customer service if they can’t find the answers they need elsewhere which, ultimately, results in increased operational costs for the brand.

“These findings highlight the importance of delivering fast, AI-powered customer experiences,” Ganeshan said. “A single poor interaction can significantly damage brand loyalty, and consumers are clear—they want both speed and the personal touch. For brands, this means investing in the right automation while maintaining the human element that consumers value.”

To download the full report, visit: The Social Pulse: State of Consumer-Brand Engagement on Social Media in 2025.

About Emplifi

Emplifi is a leading customer engagement platform, empowering brands to deliver meaningful, connected experiences across digital channels. Recognized as a Leader by renowned analysts and celebrated as a customer favorite, Emplifi provides innovative, data-driven insights and AI-powered tools to help brands optimize social media performance, elevate their influencer marketing strategies, and deliver impactful customer engagement across marketing, commerce, and care.

Contact

Jordan Lukes
Corporate Marketing Director, Emplifi
jordan.lukes@emplifi.io