Stat Library
The social media landscape changes fast. Sprout’s continuously updated stat library has the data you need to keep up. From audience’s latest content preferences, to marketers’ biggest strategy challenges, find relevant insights to help you and your brand take bolder moves.
- Global
65%
of global social users are comfortable with companies using AI (e.g., chatbots, or tools to help human employees refine their responses) to deliver faster customer service on social.
Q4 2025 Pulse Survey
- Global
The #1 thing social users want brands to prioritize in 2026 is human-generated content.
Q4 2025 Pulse Survey
- Global
52%
of social media users rely on social search vs. AI chatbots to find user-generated content and personal experiences.
- Global
55%
of all social media users are more likely to trust brands that are committed to publishing content created by humans.
- Global
52%
of social media users are concerned with brands posting AI-generated content on social without disclosing it.
- Global
97%
of marketing leaders say it’s crucial marketers know how to use AI.
- Global
54%
of marketing leaders believe AI will empower them to grow their teams.
- Global
50%
of marketing leaders will spend 2025 maximizing current AI tools.
- Global
46%
of social media users are not comfortable with brands using AI influencers.
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