The 2025 Impact of Social Media Marketing
Most marketing leaders are confident social media can influence business goals—like revenue and new customer acquisition—even if their metrics don’t show it yet. But they aren’t sure if their own teams can tie social to those outcomes. Which puts social marketers under increased pressure to prove the ROI of their strategy if they want to gain leadership’s trust.
We surveyed over 1,200 marketing leaders from around the globe to find out what separates teams who can prove the impact of social from those who can’t. We examined what social marketers can do to make sure their reporting infrastructure prioritizes the right metrics, and how social data can provide value company-wide.
View Data Report
Key findings from this research
Key findings from this research
Leaders want more context
Marketing leaders say they want social teams to share competitor and audience insights, data comparing their own performance against innovative brands, and intel into the latest network updates.
More content ≠ more impact
Marketing leaders and social managers are divided on whether they need to be posting more. Rather than play a volume game, teams should prioritize quality content that speaks to audience truths.
Social data is still siloed
Leaders say they want teams outside of digital marketing to use social insights to drive their decisions. For that to happen, teams need stronger integrations and more collaborative rituals.
Build and grow stronger relationships on social
Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only all-in-one social media management platform built for connection.
Try Sprout For Free