While consumers increasingly expect social media participation from brands, 2025 brings its own set of challenges for marketers. Notably, the second Trump presidency along with shifting feelings toward how brands engage with online trends may have some in the industry rethinking their strategy. Additionally, a TikTok ban could further affect how marketers interact with younger consumers, as 82% of Gen Zers have a profile on the app, according to recent research from Sprout Social. 

“Today’s consumers expect to connect with brands on social in the same way they would connect with a friend,” said Layla Revis, vice president of social, content and brand marketing at Sprout Social, in an email. “They demand fast, personalized customer care, with roughly 3 in 4 saying they’ll switch to a competitor if a brand doesn’t respond to them on social.”

The research for the report, “The 2025 Sprout Social Index Edition XX,” was conducted online by Glimpse on behalf of Sprout Social and included multiple online surveys fielded between Sept. 13 and Sept. 27, 2024. In total, participants included 4,044 consumers, 900 full-time social media practitioners and 322 marketing leaders from across businesses. 

Trendy, or cringy?

There isn’t a one-size fits all approach when it comes to social media marketing. What may work on one platform may not work on another. Factoring in audience preferences and age further complicates an already complicated formula. Popular trends may seem like one way to connect with audiences, but this approach doesn’t come without its own risk factors. While 40% of consumers think it's cool when brands jump on trends, 33% think it's embarrassing. For 27% of consumers, timing is everything and they only find it effective when brands jump on a trend in the first 24-48 hours of its lifecycle. Gen Z consumers are more receptive to brands jumping on internet trends compared to boomers, according to the report. 

“What’s clear is that people want depth over surface-level participation from brands,” said Revis. “That means marketers should focus on understanding the nuances of the online culture in which their brand exists and engage meaningfully in subcultures their communities already value. By prioritizing originality and authenticity, brands can resonate on a deeper level and avoid appearing performative, shallow or out of touch.” 

That doesn’t mean there isn’t a way for brands to find success on social media. Consumers are looking for relatable, authentic and entertaining content from brands, per the report. 

“Consumers appreciate brands that create content that feels human and reflects their values. This should come as a relief to brands — rather than chasing every trend, they can focus on crafting meaningful content that aligns with their audience’s interests,” said Revis.

Making social media great again?

A second Trump presidency appears to be further complicating 2025 plans for marketers. From the potential of a TikTok ban to changes in content moderation that appears to be driven by an interest in currying favor with the incoming administration, there are a lot of uncertainties facing the industry. This concern only intensifies for brands targeting younger audiences, many of whom use social platforms to engage with and buy from brands, per the report. In fact, while about one-third of consumers plan on purchasing goods through a social media platform in 2025, that number jumps to nearly half when looking at Gen Z consumers. 

However, there are certain things brands can do to prepare for changes and live up to what consumers expect out of social media platforms. For example, consumers also expect a certain level of responsibility from brands, with 93% of consumers saying brands need to do more to combat misinformation than they currently do.

“The shift away from third-party fact-checking on social media and toward user-based moderation like Community Notes presents both challenges and opportunities for brands…removing dedicated fact-checkers only heightens the need for brands to address misinformation with greater intention and strategy,” said Revis. “Moderation tools like Community Notes give brands an avenue to engage with their audiences transparently and contribute to accurate narratives.”