Consumers are running out of patience, brands are on notice—mess up twice, and 70% of your customers will walk away.
That’s the stark warning from Emplifi’s latest report, The Social Pulse: State of Consumer-Brand Engagement on Social Media in 2025. The study, based on a survey of nearly 1,000 U.S. consumers, unveils the brutal reality of brand loyalty in the digital age. Nearly a quarter of consumers won’t even give brands a second chance, one bad experience is all it takes for them to cut ties.
The report shows that brands have unprecedented access to their audiences through social media, but that access comes with sky-high expectations. While consumers follow brands for deals (64%), entertainment (58%), and product updates (57%), they also demand real-time engagement and genuine interactions.
For companies hoping to cash in on social commerce, the stakes are even higher. Half of frequent social media users have made a purchase via social platforms in the past 90 days, but securing those sales isn’t just about flashy ads; consumers want discounts (60%) and clear intent (51%).
Customer care can make or break a brand
Nearly 60% of consumers expect brands to respond to customer service issues on social media, and over 30% want a reply to direct messages within the hour. If they fail to meet those demands, brands may lose not just a sale but also a long-term customer.
“Consumers are increasingly following brands for tangible value – whether it’s through deals, useful content, or lifestyle engagement. Consumers want to feel like they’re part of something, not just passive recipients of marketing messages. They want to actively engage with like-minded individuals with similar tastes and styles. Our survey findings highlight why it’s so important for brands to not only offer value but also to stay relevant by delivering content that fosters and supports consumer connections,” said Emplifi CMO Susan Ganeshan.