Our newsletterVendor reportSprout Social, 2026
Only 30% of marketers say at least half their content is timely or tied to cultural moments
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30%
of marketers say at least half of their content is timely or informed by cultural moments
- Reader Note:
- Based on Sprout's survey of 1,200 marketing leaders in the US, UK and Australia whose responsibilities include social media, fielded May 30 to June 20, 2025. The figure is the share who said at least half of their content is timely or informed by cultural moments. The quote adds that this rises to 44% for very sophisticated teams, defined here as teams with more than 650,000 followers across networks.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
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