Business UpdateJun 18, 2026, 09:01 AM
Sprout Social Survey: Social Media is Epicenter of Brand Crises
AI Summary
Sprout Social's Q2 2026 Pulse Survey reveals that social media is the primary channel where consumers first learn about brand controversies and expect responses. Nearly two-thirds (64%) of consumers find it important for brands to respond publicly on social media, and 84% state that response speed directly impacts their view of a crisis. The survey also indicates that 51% of consumers would consider buying from a brand within a few months if issues are handled effectively. Additional findings highlight consumer search behaviors on social media and preferences for marketing tone.
Key Highlights
- Social media is the number one place consumers first hear about brand controversies.
- 64% of consumers expect brands to respond publicly on social media during a crisis.
- 84% of consumers say a brand's response speed directly affects their view of a crisis.
- 51% of consumers would consider buying from a brand within a few months if a crisis is handled well.
- 20% of consumers would return to a brand within a few days after a properly addressed crisis.
- Consumers turn to social equally for product reviews, travel ideas, and news (all 30%).
- 80% of consumers watch live events through social media, rising to 93% among Gen Z.
- 47% enjoy bold, humor-driven content for fun categories but find it unprofessional for serious industries.
Price Impact
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