What today’s consumers expect from brands on social media in 2025 [Infographic]

If your brand isn’t active, responsive, and genuinely adding value on social media, consumers will scroll right past.

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 truly matters.

The brands that win? They’re not just posting. They’re participating.

Consumer-brand engagement on social media in 2025

Customer service: A key pillar of social success

67% of consumers prefer a human response over AI when contacting brands on social media. While AI chatbots can be helpful for answering frequently asked questions or providing quick replies, they can’t replace the value of a personal interaction. Consumers are increasingly looking for real connections, especially when they have issues or need support. Brands that offer human support (whether through direct messages or live chat) are likely to create more lasting relationships with customers.

Actionable insight: AI should complement human support, not replace it. Your customers want to feel heard and valued by real people, especially when it comes to solving problems.

Speed matters: Respond quickly

A surprising 35% of consumers expect brands to respond within an hour. In the fast-paced world of social media, delays in communication can cost you not just engagement, but actual sales. Consumers are accustomed to instant gratification, and long wait times can lead them to abandon their purchase or seek a competitor.

Actionable insight: If you want to keep your audience engaged and avoid losing potential customers, fast responses are essential. Implementing tools like automated responses or dedicated customer service teams can help you stay on top of inquiries.

Prioritize Facebook for social customer service

Over 55% of customer service interactions on social happen on Facebook. This means if you’re ignoring Facebook when it comes to social media customer service, you’re missing a huge opportunity. While brands often focus their customer service efforts on Twitter or Instagram, Facebook still remains one of the primary platforms where customers reach out for support.

Actionable insight: If you’re not prioritizing fast, helpful responses on Facebook, you could risk losing valuable customers who are actively engaging with your brand there. Ensure that your response time is quick, and that your team is prepared to handle inquiries efficiently on this platform.

Two bad experiences and they’re gone

It’s startling, but 46% of consumers will leave a brand after just two bad experiences. Whether it’s slow customer service, poor product quality, or bad interactions with your social media team, negative experiences can be incredibly damaging to your brand reputation. The more seamless and positive your interactions are, the more loyal your customers will be.

Actionable insight: Every interaction counts. Treat every customer service touchpoint with care, and focus on making each one a positive, helpful experience. The cost of ignoring this can be losing loyal customers.

Engagement for customer service = repeat purchases

Consumers who engage with brands for customer service on social media are twice as likely to make repeat purchases. This shows the potential value of treating customer service as an opportunity to build loyalty rather than just an obligation. When customers feel that their concerns are being addressed and their needs are met, they’re more likely to return and continue purchasing from your brand.

Actionable insight: Think of customer service as a strategic opportunity to drive long-term sales. A quick resolution to an issue or a thoughtful response to a query can turn a one-time buyer into a repeat customer.

Key Takeaway

What works on one platform may flop on another, but across the board, consumers crave authenticity, fast replies, and real value. Short, unpolished content wins attention. UGC builds trust. Timely deals drive action. And when it comes to service, speed and human support turn followers into loyal customers.

Want the full picture? Download: The Social Pulse: The State of Consumer-Brand Social Engagement in 2025 for more insights.