A quiet feed or occasional post doesn’t cut it anymore. People expect brands to show up where they spend time, reply fast, and offer more than ads – they want authenticity, entertainment, and a sense of connection.

So what does that look like in practice?

We surveyed nearly 1,000 frequent social media users to understand exactly how they want brands to show up in 2025. The answer: real trust, real value, and real connection.

Marketing messages alone won’t build loyalty. How you engage, listen, and support your audience on social media is what will truly set you apart.

Customer Care: The Frontline of Brand Loyalty

33% of consumers expect a response on social media within an hour, and another 33% want one the same day. Only 2% are willing to wait more than two days. Speed is now more than a convenience — it’s a direct reflection of how much a brand values its customers.

Actionable insight: Set clear response-time goals for your social channels — ideally under one hour. Use automation to acknowledge messages immediately, but ensure follow-up from a real person happens fast.

Be Where Your Customers Already Are

55% of consumers go to Facebook for support, but preferences vary by generation: Gen Z prefers Instagram or Snapchat, while Boomers stay loyal to Facebook. Support doesn’t just happen in DMs — it’s increasingly public, through comments and tags.

Actionable insight: Audit your care coverage. Don’t just post where your brand is active — ensure your support team is present and responsive where your customers are engaging.

Human vs. AI: It’s Not Either/Or

67% of consumers prefer a human over AI for customer service, and over 50% say AI responses feel inauthentic. Even though automation is faster, Gen Z still values the option to talk to a real person when it matters.

Actionable insight: Use AI to handle FAQs and triage, but always make it easy for customers to reach a human. Automation should support (not replace) empathy.

Escalation Happens Fast — and It Looks Different by Generation

Most customers start with self-service options. When those don’t help, they escalate — quickly. Gen Z and Millennials tend to go straight to social DMs or comments, while Boomers prefer phones or contact forms. Often, frustration begins with confusing or outdated support content – not just the interaction itself.

Actionable insight: Strengthen your help center, FAQs, and UX to reduce friction. Tailor escalation paths to how different generations prefer to seek help.

Loyalty Is Earned One Response at a Time

70% of consumers will stop buying from a brand after just two poor service experiences — and 24% will leave after just one. Once trust is broken, engagement stops. Every reply your team sends could be the one that wins (or loses) a customer.

Actionable insight: Train your agents to treat each interaction like a loyalty test. Focus not just on response speed but on meaningful resolution and tone.

Key Takeaway

Across today’s customer care channels speed, authenticity, and personalized support are non-negotiable. Consumers expect rapid responses — often within an hour — on the platforms they prefer, whether that’s Facebook, Instagram, or others. While AI can help handle routine questions, real human connection remains essential for building trust and loyalty. Supporting customers with clear, easy-to-navigate resources and tailoring communication to different generations can prevent frustration and encourage lasting brand relationships. Every interaction matters, as quick, empathetic, and effective service is what ultimately turns customers into devoted fans.