> **来源：[研报客](https://pc.yanbaoke.cn)** # The Social Pulse Summary ## Core Content This report provides an in-depth analysis of consumer-brand engagement on social media in 2025. It highlights the evolving expectations of consumers and offers actionable strategies for brands to meet those expectations effectively. ## Main Points - **Consumer Expectations**: In 2025, consumers expect brands to be active, responsive, and provide real value on social media. Static content and outdated marketing tactics are no longer effective. - **Authenticity is Key**: Trust is built through genuine interactions, customer testimonials, and user-generated content (UGC). Brands that show authenticity and provide a sense of community are more likely to retain customers. - **Value-Driven Engagement**: Consumers follow brands for reasons such as promotions, entertainment, and product updates. Brands must clearly communicate their value to keep followers interested. - **Social Media as the Customer Journey**: Social media is not just a platform for discovery, but a critical part of the decision-making process. Brands must ensure their presence is consistent and engaging across all platforms. - **Customer Service on Social**: Customers expect fast, human responses to their inquiries. Brands should prioritize speed and transparency in their customer service strategy. - **Content Strategy**: Short, clear, and authentic content is preferred over long, polished, and scripted videos. UGC is trusted more than influencer posts, and brands should leverage it to build loyalty. - **Retention and Loyalty**: Negative experiences can lead to customer attrition. Brands should focus on preventing issues, resolving them quickly, and treating social media as part of the customer journey. ## Key Information ### Consumer Behavior - **Top Reasons for Following Brands**: - News about promotions, sales, and discounts (64%) - Entertainment (58%) - Learning about new products/product updates (57%) - **Purchase Drivers**: - A discount or promotion was offered (60%) - They were already shopping for the product (51%) - They liked the look of the post (35%) - The post featured people like them (28%) - The content used humor (25%) - The content felt topical and current (21%) - **Celebrities vs. UGC**: UGC influences 65% of consumers, while celebrities influence only 14%. ### Customer Service - **Preferred Platforms**: Facebook (55%) and Instagram (47%) are the most common for customer service. - **Response Time Expectations**: - 32% expect a response within 1 hour - 23% expect a response within 6 hours - 17% expect a response within 12 hours - 17% expect a response within 24 hours - 8% are willing to wait 48 hours - 4% are OK with 72 hours or more - **Human vs. AI**: 67% of consumers prefer human responses over AI, even though AI can help with speed. ### Content Strategy - **Frequency**: About half of consumers want to see brand posts at least once a day. - **Format Preferences**: - Short-form videos (under 60 seconds) are preferred for older audiences. - Gen Z is more tolerant of longer live streams, provided they are entertaining. - **Content Types**: Brands should blend images, short-form videos, and giveaways. UGC is particularly effective in building trust and loyalty. ## Strategic Recommendations - **Engagement**: Provide real value, be responsive, and engage authentically with your audience. - **Content**: Use short, clear, and real content. Spotlight UGC and make promotions clear and consistent. - **Customer Service**: Respond quickly, use AI for triage, but prioritize human follow-up. Offer support on all platforms your audience uses. - **Retention**: Prevent mistakes, resolve issues transparently, and treat social media as a core part of the customer experience. ## Takeaways - **Authenticity and Value**: Brands that are authentic and provide value will stand out. - **Speed and Transparency**: Fast, human responses are essential for building trust and retaining customers. - **Social Media Integration**: Brands must integrate social media into their overall strategy, treating it as a key channel for engagement and sales. - **Emplifi's Role**: Emplifi offers a comprehensive platform for social media marketing, commerce, and care, helping brands deliver exceptional customer experiences and drive growth. ## Conclusion In 2025, social media is the customer journey. Brands that adapt to consumer expectations, prioritize authenticity, and deliver fast, value-driven engagement will succeed. Those that treat social media as an afterthought risk being forgotten. Emplifi can help brands stay ahead by providing integrated and data-driven solutions.