Emplifi, a leading unified customer engagement platform, has released its 2025 edition of “The Social Pulse: State of Consumer-Brand Engagement on Social Media”, revealing sharp insights into consumer expectations and behaviors in today’s dynamic digital landscape. The findings are clear: consumers demand authentic, responsive, and value-driven interactions, and they’re quick to walk away when expectations are not met.

The report—based on a survey of nearly 1,000 U.S. consumers across generations, conducted in partnership with Alchemer—shows that 70% of consumers will abandon a brand after two negative experiences, with nearly a quarter departing after just one. In an increasingly competitive landscape, B2C brands must rethink how they approach customer experience and engagement on social platforms.

Why Consumers Follow Brands on Social Media

According to Emplifi, value is the primary driver behind consumers following brands. Today’s audiences are discerning and expect more than just promotional content.

Motivators for Following Brands:

• Deals and Discounts (64%) – Consumers seek financial value.

• Entertainment (58%) – Light, engaging content matters.

• Product Updates (57%) – Users want to stay informed.

• Customer Stories (42%) – Authentic experiences build trust.

• Usage Tips (40%) – Practical content that adds value.

• Lifestyle and Identity Content (37%) – Cultural alignment with the brand.

• Brand Communities (34%) – A sense of belonging with like-minded people.

“Consumers want to feel like part of something larger,” said Susan Ganeshan, CMO at Emplifi. “They’re not just passive followers—they’re looking to connect with brands that reflect their values, interests, and everyday needs.”

Purchasing Habits on Social Media

The report highlights a growing trend: social media is not just for brand awareness—it’s a transaction channel. About half of frequent users made a purchase via social media in the past three months.

Top Reasons for Social Commerce Purchases:

• Discounts and Promotions (60%) – Cost-saving incentives drive action.

• Shopping Intent (51%) – Purchases driven by pre-existing interest.

• Visual Appeal (35%), Relatability (28%), and Humor (25%) – These emotional triggers still play a role, but rank lower in decision-making.

“The data underscores that practical incentives convert followers into buyers, especially when delivered through seamless social commerce experiences,” Ganeshan added.

Customer Care Expectations on Social Media

Social platforms have become default customer service touchpoints, and responsiveness is critical.

Findings:

• 60% of consumers expect brands to respond to issues via social media.

• Top platforms for support: Facebook (55%) and Instagram (47%).

• Expected response time via DM:

  • 32% expect a reply within 1 hour

  • 23% within 6 hours

  • 17% within 12 hours

  • 17% within 24 hours

“Social media operates in real time. Brands must adapt their service models accordingly,” Ganeshan emphasized. “AI-driven support tools are vital, but must be balanced with the human touch to ensure meaningful connections.”

Customer Experience and Retention Risks

The stakes for delivering a great customer experience are incredibly high. The report reveals how a single poor interaction can unravel hard-earned brand loyalty.

Loyalty at Risk:

• 70% of consumers will leave a brand after two bad experiences.

• 24% won’t return after just one bad interaction.

• 40% of customers will resort to direct phone calls when other support channels fail—driving up operational costs for brands.

“Every interaction matters,” Ganeshan said. “Brands must be fast, responsive, and personalized. That’s where AI-enhanced CX platforms shine—by offering immediacy without losing the human connection.”

The Opportunity for Brands in 2025

Emplifi’s 2025 findings make one thing clear: consumer expectations have evolved, and brands that don’t evolve with them risk being left behind. Social media is no longer just a place for storytelling—it’s where brand relationships are built, tested, and often broken.

What Winning Brands Should Prioritize:

• Deliver Value: Use promotions, education, and authenticity to keep followers engaged.

• Be Present: Respond promptly across channels and provide accessible customer care.

• Use Data Intelligently: Leverage insights to tailor content, timing, and tone.

• Scale with AI: Implement intelligent automation without losing empathy.

In an environment where consumers demand speed and sincerity, and where a single misstep can lead to long-term losses, investing in real-time, value-driven engagement strategies is not optional—it’s essential.