The Days of Trend-Chasing Are Over: New Research from Sprout Social Reveals a Third of Consumers Think Jumping on Viral Trends is “Embarrassing” for Brands
Sprout Social's 2025 Index reveals significant shifts in social media marketing dynamics. Social media has become the primary source for tracking trends and cultural moments, surpassing traditional channels. The research shows that 93% of consumers believe brands must keep up with online culture, yet 33% find trend-chasing embarrassing.
Key findings indicate that 81% of consumers make impulse purchases through social media, and 73% would switch to competitors if brands don't respond on social platforms. Marketing leaders are responding by increasing AI investments, with 48% planning to boost AI spending in 2025. The study also reveals that 90% of consumers use Facebook, followed by Instagram (82%), YouTube (76%), and TikTok (58%).
The report emphasizes the need for brands to focus on authenticity and relatability rather than superficial trend-chasing, with about half of consumers valuing original content from their favorite brands.
Index 2025 di Sprout Social rivela cambiamenti significativi nella dinamica del marketing sui social media. I social media sono diventati la fonte principale per tracciare tendenze e momenti culturali, superando i canali tradizionali. La ricerca mostra che il 93% dei consumatori crede che i marchi debbano tenere il passo con la cultura online, mentre il 33% trova imbarazzante inseguire le tendenze.
I risultati chiave indicano che l'81% dei consumatori effettua acquisti impulsivi tramite i social media, e il 73% cambierebbe marchio se le aziende non rispondessero sulle piattaforme sociali. I leader del marketing stanno rispondendo aumentando gli investimenti in intelligenza artificiale, con il 48% che prevedono di aumentare la spesa per l'IA nel 2025. Lo studio rivela anche che il 90% dei consumatori utilizza Facebook, seguito da Instagram (82%), YouTube (76%) e TikTok (58%).
Il rapporto sottolinea la necessità per i marchi di concentrarsi sull'autenticità e la relatable piuttosto che sull'inseguire tendenze superficiali, con circa la metà dei consumatori che valuta contenuti originali dai propri marchi preferiti.
El Índice 2025 de Sprout Social revela cambios significativos en la dinámica del marketing en redes sociales. Las redes sociales se han convertido en la fuente principal para rastrear tendencias y momentos culturales, superando los canales tradicionales. La investigación muestra que el 93% de los consumidores cree que las marcas deben mantenerse al día con la cultura en línea, mientras que el 33% encuentra vergonzoso seguir las tendencias.
Los hallazgos clave indican que el 81% de los consumidores realiza compras impulsivas a través de las redes sociales, y el 73% cambiaría a competidores si las marcas no responden en las plataformas sociales. Los líderes de marketing están respondiendo aumentando las inversiones en inteligencia artificial, con el 48% planeando aumentar el gasto en IA en 2025. El estudio también revela que el 90% de los consumidores usa Facebook, seguido de Instagram (82%), YouTube (76%) y TikTok (58%).
El informe enfatiza la necesidad de que las marcas se centren en la autenticidad y la relación en lugar de en el seguimiento superficial de tendencias, con aproximadamente la mitad de los consumidores valorando contenido original de sus marcas favoritas.
Sprout Social의 2025 지수는 소셜 미디어 마케팅 역학의 중요한 변화를 드러냅니다. 소셜 미디어는 전통적인 채널을 초월하여 트렌드와 문화적 순간을 추적하는 주요 소스가 되었습니다. 연구에 따르면 93%의 소비자가 브랜드가 온라인 문화를 따라잡아야 한다고 믿지만, 33%은 트렌드 추적을 부끄럽게 여깁니다.
주요 발견에 따르면 81%의 소비자가 소셜 미디어를 통해 즉흥 구매를 하며, 73%은 브랜드가 소셜 플랫폼에서 응답하지 않으면 경쟁사로 변경할 것입니다. 마케팅 리더들은 AI 투자를 늘리고 있으며, 48%은 2025년에 AI 지출을 늘릴 계획입니다. 연구는 또한 90%의 소비자가 Facebook을 사용하고, 그 다음으로 Instagram (82%), YouTube (76%), TikTok (58%)을 사용한다고 밝혔습니다.
이 보고서는 브랜드가 피상적인 트렌드 추적보다 진정성과 관계에 초점을 맞춰야 한다고 강조하며, 소비자의 약 절반이 선호하는 브랜드의 원본 콘텐츠를 중요시합니다.
L'Index 2025 de Sprout Social révèle des changements significatifs dans la dynamique du marketing sur les réseaux sociaux. Les réseaux sociaux sont devenus la source principale pour suivre les tendances et les moments culturels, surpassant les canaux traditionnels. La recherche montre que 93% des consommateurs pensent que les marques doivent suivre la culture en ligne, tandis que 33% trouvent embarrassant de courir après les tendances.
Les principales conclusions indiquent que 81% des consommateurs effectuent des achats impulsifs via les réseaux sociaux, et 73% changeraient de marque si les entreprises ne réagissent pas sur les plateformes sociales. Les leaders du marketing réagissent en augmentant les investissements dans l'intelligence artificielle, avec 48% prévoyant d'augmenter les dépenses en IA en 2025. L'étude révèle également que 90% des consommateurs utilisent Facebook, suivi d'Instagram (82%), YouTube (76%) et TikTok (58%).
Le rapport souligne la nécessité pour les marques de se concentrer sur l'authenticité et la relation plutôt que sur la recherche superficielle des tendances, avec environ la moitié des consommateurs valorisant le contenu original de leurs marques préférées.
Der Sprout Social Index 2025 zeigt signifikante Veränderungen in den Dynamiken des Social-Media-Marketing. Soziale Medien sind zur Hauptquelle geworden, um Trends und kulturelle Momente zu verfolgen, und haben traditionelle Kanäle überholt. Die Forschung zeigt, dass 93% der Verbraucher der Meinung sind, dass Marken mit der Online-Kultur Schritt halten müssen, während 33% das Verfolgen von Trends peinlich finden.
Wichtige Erkenntnisse zeigen, dass 81% der Verbraucher Impulskäufe über soziale Medien tätigen und 73% zu Wettbewerbern wechseln würden, wenn Marken auf sozialen Plattformen nicht reagieren. Die Marketingverantwortlichen reagieren darauf, indem sie die Investitionen in künstliche Intelligenz erhöhen, wobei 48% planen, die Ausgaben für KI im Jahr 2025 zu steigern. Die Studie zeigt auch, dass 90% der Verbraucher Facebook nutzen, gefolgt von Instagram (82%), YouTube (76%) und TikTok (58%).
Der Bericht betont die Notwendigkeit für Marken, sich auf Authentizität und Beziehung statt auf oberflächliches Verfolgen von Trends zu konzentrieren, wobei etwa die Hälfte der Verbraucher originalen Inhalt von ihren Lieblingsmarken schätzt.
- 81% of consumers make impulse purchases through social media, indicating strong sales potential
- 86% of marketing leaders plan to hire more team members in 2025
- 48% of leaders planning to increase AI investments, showing technological advancement
- High consumer engagement across multiple platforms (90% on Facebook, 82% on Instagram)
- 33% of consumers find brand trend-chasing embarrassing
- 73% of consumers would switch to competitors if brands don't respond on social media
- 94% of social practitioners feel pressured to be 'chronically online'
- Significant trust disconnect between social practitioners and leadership
Insights
The research reveals critical shifts in consumer behavior that could significantly impact Sprout Social's (SPT) market position and revenue potential. With 81% of consumers making impulse purchases through social media and 73% willing to switch to competitors based on social responsiveness, the stakes for effective social media management have never been higher. This directly benefits Sprout's business model as companies will need more sophisticated social media management tools.
The finding that 48% of marketing leaders plan to increase AI investments in 2025 suggests a strong growth trajectory for Sprout's AI-enhanced features. With 93% of practitioners believing AI can combat creative fatigue, there's clear market demand for AI-powered solutions in social media management platforms.
The data points to a strategic inflection point in social media management technology. The high percentage of marketing leaders (86%) planning to hire more team members, coupled with increased AI investment, signals a hybrid human-AI approach that aligns perfectly with Sprout's platform evolution. The company's positioning to address both automation needs and human-centric engagement puts it ahead of market demands.
The platform usage statistics - Facebook (90%), Instagram (82%), YouTube (76%) - validate Sprout's multi-platform strategy and suggest strong potential for expanded integrations and feature development across these key networks.
The 2025 Sprout Social Index reveals what people now expect from brands on social media, the stakes of getting it wrong, and what marketers should do differently in the new year
CHICAGO , Jan. 07, 2025 (GLOBE NEWSWIRE) -- According to The 2025 Sprout Social Index™ Edition XX released today, social media has become the #1 source for keeping up with trends and cultural moments, ranking ahead of TV, family and friends, and every other digital channel. While this shift gives culturally aware brands a greater opportunity to land in people’s feeds, it also means attention is harder than ever to earn, especially in an increasingly saturated social landscape. To avoid getting lost in the noise, brands must move beyond surface-level trend-chasing and instead provide original, human-centric content and personalized, 1:1 engagements— particularly in customer care— to secure trust, drive sales, and cement their place in cultural conversations.
Sprout Social’s (Nasdaq: SPT) 2025 Index surveyed consumers, social practitioners, and marketing leaders to uncover the latest trends in social culture and predict brand implications for the future. The Index also provides recommendations for what social marketers and marketing leaders should stop and start doing in 2025 based on report insights.
The results show
“Consumer demands grow increasingly sophisticated with each year, and this year is no different. The 2025 Index report illustrates how consumers expect meaningful engagement and cultural relevance on social media that goes beyond trend-chasing,” said Scott Morris, Chief Marketing Officer at Sprout Social. “While this may seem daunting, it can actually be freeing for marketers. Instead of continuously jumping on overly-saturated viral trends, brands can build their social presence more effectively by digging into the nuances of online culture, participating in what their communities value, and meaningfully engaging their followers on an individual level.”
This focus on social content and care will pay off for organizations as social media has become a discovery zone for consumers.
To cater to these evolving consumer preferences and support their own teams, the Index shows marketing leaders are investing more in AI. Nearly half (
Additional key findings from the 2025 Index include:
- Contrary to fears of job displacement, marketing leaders think AI will actually help their teams grow.
86% of marketing leaders anticipate hiring more team members this year, and they don’t anticipate AI eliminating social media roles. In fact, over half (53% ) believe AI will help them to grow their teams moving forward. - There’s a disconnect in trust between social practitioners and their leadership. More than half (
57% ) of marketing leaders say their executives trust their social teams, and74% of executives say they do. Meanwhile, almost half of practitioners believe their executives only somewhat understand the value of social media, and another41% say their greatest fear is leadership not trusting them to publish content that will perform best. - Brands need to take a stronger stand against misinformation.
93% of consumers think that brands need to combat misinformation more than they do today. This means brands need to actively listen to conversations about themselves, their industry, and their communities to determine when and how to respond and correct falsehoods. - Consumers are present on all social networks, but they’re most likely to use the most well-established ones.
90% of consumers have profiles on Facebook, followed by Instagram (82% ), YouTube (76% ), TikTok (58% ), X (50% ), and Snapchat (46% ). When it comes to making direct purchases, Facebook is the top platform used among all consumers (39% ), but TikTok tops the list for Gen Z (54% ) and Millennials (47% ).
For more on what consumers’ evolving relationship with social media means for brands in 2025 and beyond, download the full 2025 Index report.
About Sprout Social
Sprout Social is a global leader in social media management and analytics software. Sprout’s intuitive platform puts powerful social data into the hands of approximately 30,000 brands so they can deliver smarter, faster business impact. Named the #1 Best Software Product by G2’s 2024 Best Software Award, Sprout offers comprehensive publishing and engagement functionality, customer care, influencer marketing, advocacy, and AI-powered business intelligence. Sprout’s software operates across all major social media networks and digital platforms. For more information about Sprout Social (NASDAQ: SPT), visit sproutsocial.com.
About the data
This research was conducted online by Glimpse, a global market research firm, on behalf of Sprout Social in the US, UK, Canada and Australia. Participants included 4,044 consumers who follow at least five brands on social media. Additionally, 900 full-time social media practitioners involved in managing their brand’s social media strategy and 322 marketing leaders (who oversee social media teams) were surveyed from a cross section of businesses. All surveys were conducted from September 13 through September 27, 2024.
Contact
Media:
Kaitlyn Gronek
Email: pr@sproutsocial.com
Phone: (773) 904-9674
Investors:
Lexi Johnson
Twitter: @SproutSocialIR
Email: lexi.johnson@sproutsocial.com
Phone: (312) 528-9166
FAQ
What are the key findings of Sprout Social's (SPT) 2025 Index report?
How are marketing leaders planning to use AI according to SPT's 2025 Index?
Which social media platforms show the highest consumer engagement in SPT's 2025 report?
What are the main challenges for social media practitioners according to SPT's research?
