Sprout Social: UK Social Media Index 2025 Report

199IT original compilation

Social media is at the center of culture

What happens in society influences the topics journalists cover, the products we buy, and the things we care about.

But as the platform becomes more saturated, it’s becoming increasingly difficult to gain (and keep) consumers’ attention. Branded content appears in consumers’ feeds alongside content from other brands, news outlets, creators, influencers, friends, and family. Social media marketers are exhausted in the process of trying to occupy (and compete for) space — and most importantly, convince their executive teams why social media deserves meaningful investment.

Keep up with the culture

91% of UK consumers agree that social media is how they keep up with trends and culture, and they expect brands to adapt accordingly.

The majority of social media users (56%) plan to maintain the same usage level as in 2024, with 30% planning to use social media more.

94% believe that most brands’ social media content does a good job of keeping up with online culture, as a further 95% of UK users believe it is important for brands to do so.

What makes a brand stand out

Consumers want brands to keep up with the culture, but that doesn’t mean jumping on every trend. Consumers want to be heard, not talked over, and they reward brands that prioritize originality, relevance, and audience engagement.

Trend chasing is not enough to break through the noise

When consumers ranked the most important characteristics of branded content, authenticity and entertainment value came out on top. Active ingredients, high production values, and product-centricity were significantly less important to consumers.

Given brands’ role as stewards and bulwarks of online culture, 94% of consumers believe brands need to take up the torch in combating misinformation more than they currently do, with 57% strongly agreeing.

Social e-commerce and customer care in the UK

71% of social media users believe that if a brand doesn’t respond to customer service issues on social media, they will buy from that brand’s competitor next time – with 21% strongly agreeing.

More than a third of social media users (35%) make a spontaneous purchase based on social media content several times a year, compared to 33% who make a spontaneous purchase every year. 5% say they make a spontaneous purchase every month.

199IT.com Originally compiled from: Sprout Social. Please do not reprint without authorization