2025年澳大利亚社交媒体指数（英）

The 2025Sprout Social IndexTMAustralia EditionGenerate by AI AssistInsert ReplyBrand CampaignTier 1 SupportThis video is us hahahaThis video is us hahahaThis video is us hahahaI feel seen lolI feel seen lolI feel seen lolFollowingEngagements77543%IntroductionSocial media is the 
epicentre of cultureWhat happens on social sways the topics journalists cover, the products we buy and 
the causes we care about.But as platforms become more saturated, it’s getting harder to earn (and keep) consumer attention. Brand content shows up on consumers’ feeds alongside content from other brands, news outlets, creators, influencers, friends and family. Social marketers are burnt out trying to occupy (and compete for) space—on top of convincing their executive teams why social deserves meaningful investment. For more than 10 years, Sprout has surveyed consumers and marketers to understand the (always) changing role social media plays in our lives, and how businesses are adapting in an increasingly social-first world. Here we spotlight Australia data from the 20th edition of the Sprout Social Index™, offering a view into what consumers expect from brands on social now, why creative fatigue is a growing issue for social marketers and how—despite progress—gaps between social teams and executives persist. Empowered women empower the world. #EqualityForAll Empowered women empower the world. #EqualityForAll Empowered women empower the world. #EqualityForAll Empowered women empower the world. #EqualityForAll 01The 2025 Sprout Social IndexTM Australia Editionsproutsocial.com | @SproutSocial49%54%39%Top social networks for keeping up with trends in AustraliaKeeping up with culture91% of Australian social users agree: Social is how they keep up with trends and cultural moments—and they expect brands to tune in accordingly.R9 The majority of social users (58%) plan to maintain the same level of social media usage they did in 2024, while 24% plan to use it more in 2025.R9 94% agree that most brands’ social media content does a good job of keeping up with online culture—of which 27% strongly agree. Which is good because another 93% of Australian users agree it’s important for brands to do so.02The 2025 Sprout Social IndexTM Australia Editionsproutsocial.com | @SproutSocialWhat makes brands 
stand outConsumers want brands to have a pulse on culture—but that doesn’t mean jumping on every trend. Consumers want to be listened to, not talked at, and they reward brands who prioritise originality, relatability and audience engagement.Given brands' role as stewards and bastions of online culture, 93% of consumers agree brands need to take up the torch to combat misinformation more than they do today.What Australian social users say makes brands stand out as their favourite1Quality of their product or service2Originality of their content3How they engage with their followers03The 2025 Sprout Social IndexTM Australia Editionsproutsocial.com | @SproutSocialAustralian consumer