How emerging technologies will impact social media in Europe
Posted: Tue Jan 21, 2025 9:10 am
8. TikTok is building greece b2b leads momentum in the UK. Close to half (47.8%) of consumers use it frequently.
9. TikTok is more than an entertainment app. Nearly half (46.5%) of UK consumers rely on it for product discovery and over a third (36.3%) use it as a news source.
This year, we’ve seen a ton of headlines covering the future of social. For example, marketers are making big bets that this will include artificial intelligence (AI). Our most recent Pulse survey data supports this trend, suggesting that consumers are becoming more receptive to AI, especially for customer care purposes.
10. According to Sprout’s Q1 2024 Pulse Survey, more than a third (38.5%) of UK consumers say they couldn’t distinguish between virtual influencers (like Spain’s Aitana) and human ones.
Aitana is a virtual influencer from Spain. This is an Instagram campaign she did with Revolve.
11. 42.7% of UK respondents say they’d be less likely to engage with AI-generated brand content than human-generated content.
12. Close to three-quarters (73.3%) of respondents would be comfortable with brands using AI to deliver faster customer services on social media.
What does this mean for marketers? With customer expectations at an all-time high, more brands are embracing AI to respond to and personalize messages at scale. For example, Sprout Social’s Enhance by AI Assist feature allows users to customize the tone and length of their replies.
So what do all these facts and figures mean for your social media strategy? Here are a few key takeaways to keep in mind.
9. TikTok is more than an entertainment app. Nearly half (46.5%) of UK consumers rely on it for product discovery and over a third (36.3%) use it as a news source.
This year, we’ve seen a ton of headlines covering the future of social. For example, marketers are making big bets that this will include artificial intelligence (AI). Our most recent Pulse survey data supports this trend, suggesting that consumers are becoming more receptive to AI, especially for customer care purposes.
10. According to Sprout’s Q1 2024 Pulse Survey, more than a third (38.5%) of UK consumers say they couldn’t distinguish between virtual influencers (like Spain’s Aitana) and human ones.
Aitana is a virtual influencer from Spain. This is an Instagram campaign she did with Revolve.
11. 42.7% of UK respondents say they’d be less likely to engage with AI-generated brand content than human-generated content.
12. Close to three-quarters (73.3%) of respondents would be comfortable with brands using AI to deliver faster customer services on social media.
What does this mean for marketers? With customer expectations at an all-time high, more brands are embracing AI to respond to and personalize messages at scale. For example, Sprout Social’s Enhance by AI Assist feature allows users to customize the tone and length of their replies.
So what do all these facts and figures mean for your social media strategy? Here are a few key takeaways to keep in mind.