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. 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.