The 2025 Sprout Social Index™ Edition XX The 2025 Sprout Social Index™ Edition XX
We surveyed over 4,000 consumers, 900 social practitioners and 300 marketing leaders to explore consumers' changing relationship to social media and how marketers can break through the noise to create a memorable brand. To contextualize the data, we assembled an experienced collective of social marketers who gave a voice to those in the trenches of the social media industry.
The result is four unique data reports and one resounding sentiment: Social media is the center of everything. The result is four unique data reports and one resounding sentiment: Social media is the center of everything.
What Consumers Want on Social What Consumers Want on Social
93% of consumers agree brands should keep up with online culture. Yet, consumers are split on whether brands should jump on trends. As networks reach max saturation, consumers don’t want to be talked at, they want to be listened to. 93% of consumers agree brands should keep up with online culture. Yet, consumers are split on whether brands should jump on trends. As networks reach max saturation, consumers don’t want to be talked at, they want to be listened to.
Read the full reportBuilding Next Generation Social Teams Building Next Generation Social Teams
Almost 75% of marketing executives say they fully trust their social team. But teams are skeptical as they struggle to procure resources. To secure more budget and better tools, marketers need to prove how the real risk lies in not investing in your brand's social presence. Almost 75% of marketing executives say they fully trust their social team. But teams are skeptical as they struggle to procure resources. To secure more budget and better tools, marketers need to prove how the real risk lies in not investing in your brand's social presence.
Read the full reportSprout Social Index™ UK Edition Sprout Social Index™ UK Edition
See what the future of social holds according to over 1,000 UK consumers, 200 social practitioners and 100 marketing leaders.
Read the full reportSprout Social Index™ Australia Edition Sprout Social Index™ Australia Edition
Explore what over 1,000 Australian consumers and more than 200 marketers have to say about the future of social.
Read the full reportAbout 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.
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