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
93%
consumers agree it's important for brands to keep up with online culture.
- Global
33%
of consumers think it's embarrassing for brands to participate in trends.
- Global
65%
of marketers are very confident in their team’s ability to show the business impact / ROI of influencer partnerships.
Q1 25 Pulse Survey
- Global
65%
of marketers are very confident that their exec/leadership team sees the business value of investing in influencer partnerships.
Q1 25 Pulse Survey
- Global
92%
of marketers say that on average, sponsored influencer content performs better in terms of reach compared to organic content posted on their brand accounts.
Q1 25 Pulse Survey
- Global
35%
of social media users say the acceptable ratio of sponsored to non-sponsored posts from influencers they follow is one sponsored post to 5 non-sponsored.
- Global
90%
of marketers say that on average, sponsored influencer content performs better in terms of engagement compared to organic content posted on their brand accounts.
Q1 25 Pulse Survey
- Global
83%
of marketers say that on average, sponsored influencer content performs better in terms of conversion compared to organic content posted on their brand accounts.
Q1 25 Pulse Survey
- Global
64%
of all social users say when a brand partners with an influencer they like, they’re willing to buy more from that brand.
- Global
Only 23%
of all social media users are very confident in their ability to tell the difference between a sponsored post (paid advertisement) and a non-sponsored post (organic content) by an influencer on social.
- Global
55%
of all social media users are more likely to trust brands that are committed to publishing content created by humans.
- Global
78%
of social media users globally support social media bans for children under 16.
- Global
47%
of social media users are more likely to buy from companies that speak out about specific causes or topics in the news, given the current social climate.
- Global
52%
of Gen Z are more likely to trust info about a brand or products found on social compared to info found through other forms of search, like Google or AI chatbots.
- Global
41%
of Gen Z turns to social media networks when searching for information online.
- Global
53%
of Gen Z social media users have bought a product or service through an influencer’s sponsored post in the past 12 months.
- Global
63%
of Gen Z are more likely to buy from companies that speak out about specific causes or topics in the news, given the current social climate.
- Global
48%
of global social media users plan to spend more time on emerging social platforms like Bluesky, Threads and Mastodon over the next six months.
- Global
52%
of social media users are concerned with brands posting AI-generated content on social without disclosing it.
- Global
73%
of social users agree they will buy from a competitor if a brand doesn't respond on social media.
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