10 Key Survey Questions About Social Media to Ask in 2025

In a crowded digital space, understanding your audience is a non-negotiable part of a successful strategy. While analytics and vanity metrics provide a surface-level view, they often miss the "why" behind user behavior. To truly connect, you need to move beyond assumptions and gather direct, actionable data about your audience's habits, preferences, and motivations. This is where targeted surveys become an indispensable tool.

By asking the right questions, you can unlock insights that refine your content strategy, optimize ad spend, and foster a more engaged community. This guide is built to be your go-to resource, providing a comprehensive, categorized collection of survey questions about social media. We've structured this listicle to cover everything from daily usage habits and platform preferences to content consumption, purchase influence, and privacy concerns. The cornerstone of any successful social media survey is crafting effective questions for feedback, as asking the right questions is a science that unlocks profound insights and fuels growth.

Whether you're a marketer looking to sharpen your campaigns, a founder trying to understand your target market, or a social media manager aiming to boost engagement, this article is for you. We will equip you with ready-to-use questions, brief guidance on different question types, recommended answer scales, and sample survey templates. Forget the guesswork; it's time to start collecting the data that drives real results and helps you understand what truly makes your audience tick. Let's dive into the questions that will illuminate your path forward.

1. Daily Usage and Screen Time

Understanding exactly how much time your audience spends on social media is the foundational metric for any effective strategy. These survey questions about social media help you quantify daily engagement, identify peak activity windows, and benchmark your audience's habits against broader trends. By measuring frequency and duration, you move from guessing when to post to knowing precisely when your content will have the most impact.

This data directly informs your content calendar and advertising schedules. For instance, if a survey reveals your target demographic is most active between 8 PM and 10 PM on weekdays, you can schedule your most important announcements and campaigns for that specific time block to maximize visibility and engagement.

Sample Questions

• How much time, on average, do you spend on social media each day?
  • Less than 30 minutes
  • 30 minutes to 1 hour
  • 1-2 hours
  • 2-3 hours
  • More than 3 hours
• During which parts of the day are you most likely to check your social media accounts? (Select all that apply)
  • Morning (6 AM - 12 PM)
  • Afternoon (12 PM - 5 PM)
  • Evening (5 PM - 9 PM)
  • Late Night (After 9 PM)
• Is your social media usage different on weekends compared to weekdays?
  • Yes, I use it more on weekends.
  • Yes, I use it less on weekends.
  • No, my usage is about the same.

Implementation Tips

To get the most accurate data, avoid open-ended "how long" questions. Instead, provide clear, structured options that are easy for respondents to choose from.

• Use Time Brackets: Instead of asking for a specific number of minutes, use ranges (e.g., 0-30 min, 30-60 min). This reduces cognitive load and improves completion rates.
• Segment by Day: Ask about weekday versus weekend usage separately, as user behavior often changes significantly.
• Differentiate Devices: If relevant, ask whether they primarily use social media on a mobile device or a desktop computer, as this can influence the type of content they prefer.

2. Platform Preference and Usage

Not all social media platforms are created equal, and your audience doesn't use them in the same way. Identifying which platforms your target demographic prefers is crucial for allocating resources effectively. These survey questions about social media help you pinpoint where your audience spends their time, ensuring your content reaches them on their favorite networks.

Knowing this information prevents you from wasting time and budget on platforms where your audience isn't active. If your survey shows that 80% of your customers primarily use Instagram and TikTok, you can confidently prioritize creating short-form video content over writing long-form posts for Facebook. This data-driven approach is a cornerstone of an effective social media strategy for small businesses.

Sample Questions

• Which of the following social media platforms do you use at least once a week? (Select all that apply)
  • Facebook
  • Instagram
  • TikTok
  • X (formerly Twitter)
  • LinkedIn
  • Pinterest
  • YouTube
  • Threads
  • Other (Please specify)
• Which single platform would you consider your primary social media network?
  • (List of platforms from the previous question)
• For what purposes do you primarily use Instagram? (Select up to three)
  • Connecting with friends and family
  • Following brands and discovering new products
  • Watching entertaining content (Reels, Stories)
  • News and current events
  • Sharing my own photos and videos

Implementation Tips

To get nuanced and actionable insights, go beyond simple "which platform" questions. Dig deeper into the why and how of their usage.

• Include Emerging Platforms: The social media landscape changes rapidly. Include newer platforms like Threads, Bluesky, or BeReal to stay ahead of trends and identify early adopter segments within your audience.
• Differentiate Content Formats: Ask about specific features within a platform, such as Instagram Reels vs. Stories vs. Feed posts. This helps you tailor content formats to user preferences.
• Update Annually: Platform popularity can shift dramatically in a year. Run this survey annually to ensure your strategy reflects the most current user behavior and platform trends.

3. Content Type Preference

Knowing which platforms your audience uses is only half the battle; understanding what they want to see is where you gain a true competitive edge. These survey questions about social media are designed to uncover the specific content formats your audience prefers, from short-form videos and static images to in-depth articles and interactive stories. This insight is crucial for allocating creative resources effectively and crafting a content strategy that resonates deeply.

When you know that your audience overwhelmingly prefers Instagram Reels over long-form blog posts, you can shift your production focus to meet that demand directly. This data stops the guesswork, preventing you from investing time and budget into content types that fail to capture attention. It empowers you to create what your audience actively seeks, boosting engagement, shares, and overall brand affinity.

Sample Questions

• Which of the following content formats do you most enjoy seeing from brands on social media? (Please rank your top 3)
  • Short-form videos (e.g., TikToks, Reels, Shorts)
  • High-quality images and infographics
  • Behind-the-scenes Stories
  • User-generated content (features from other customers)
  • Educational articles or blog posts
  • Live video streams (Q&As, events)
  • Polls and quizzes
• On which platform are you most likely to watch video content?
  • YouTube
  • Facebook
  • Instagram
  • TikTok
  • LinkedIn
  • Other
• How likely are you to engage with an interactive Story (e.g., a poll, quiz, or Q&A sticker)?
  • Very Likely
  • Likely
  • Neutral
  • Unlikely
  • Very Unlikely

Implementation Tips

To gain clear and actionable insights, structure your questions to compare different formats directly.

• Use Rating Scales: Instead of a simple "yes/no," ask respondents to rate their interest in various content types on a scale of 1-5. This provides nuanced data on what they love versus what they just tolerate.
• Include Emerging Formats: Be sure to list modern, popular formats like Reels, TikToks, and YouTube Shorts explicitly. Don't group them under a generic "video" category.
• Separate by Platform: If your strategy is multi-platform, consider asking about content preferences for each key channel (e.g., "What content do you prefer on Instagram?" vs. "What do you prefer on LinkedIn?").

4. Influencer and Brand Following

Understanding who your audience follows provides a direct look into their interests, aspirations, and sources of trust. These survey questions about social media help you map the landscape of influencers and brands that have your audience's attention, revealing powerful partnership opportunities and insights into what drives their purchasing decisions. Knowing who they listen to allows you to join the right conversations and build credibility through association.

This data is crucial for developing an effective influencer marketing or brand collaboration strategy. If your survey shows that a significant portion of your audience follows micro-influencers in the sustainable living niche, you can allocate your marketing budget to partnerships with these authentic creators instead of spending it on a broad, less targeted celebrity endorsement.

Sample Questions

• Which of the following types of accounts do you actively follow on social media? (Select all that apply)
  • Brands or companies
  • Celebrities
  • Influencers/Content Creators (e.g., YouTubers, Instagrammers)
  • Friends and family only
  • News organizations
• How often does a recommendation from an influencer or content creator lead you to purchase a product?
  • Very often
  • Sometimes
  • Rarely
  • Never
• What type of influencers or content creators do you follow the most? (Select up to three)
  • Beauty & Fashion
  • Technology & Gaming
  • Health & Fitness
  • Food & Cooking
  • Travel & Lifestyle
  • Finance & Business
  • Parenting & Family

Implementation Tips

To get actionable insights, go beyond simple "yes/no" questions and dig into the nuances of trust and influence.

• Provide Categories: Instead of asking for specific names, which can be hard to recall, offer categories like "fitness," "beauty," or "tech." This helps you identify interest clusters.
• Measure Purchase Correlation: Directly ask how influencer recommendations impact buying behavior. This links your social media survey data directly to potential ROI.
• Distinguish Influencer Tiers: If relevant, include questions that differentiate between celebrities, macro-influencers (over 1M followers), and micro/nano-influencers, as audience trust levels often vary.
• Ask About Authenticity: Include a question about what makes them trust a brand or influencer's recommendation (e.g., "They seem genuine," "They are an expert in the field").

5. Purchase Decision Influence

Understanding how social media shapes consumer behavior is crucial for demonstrating ROI and refining your marketing funnel. These survey questions about social media are designed to measure the direct impact of content, influencer recommendations, and user-generated content (UGC) on your audience's purchasing decisions. By asking the right questions, you can pinpoint which platforms and content types are most effective at driving conversions.

This data allows you to bridge the gap between social media engagement and actual sales. For example, if your survey reveals that Instagram Stories are a primary driver for impulse buys while YouTube reviews influence more planned purchases, you can tailor your content strategy accordingly. This insight helps you allocate your budget more effectively, focusing on the channels that deliver tangible results.

Sample Questions

• To what extent does social media influence your purchasing decisions?
  • Not at all
  • Slightly influences
  • Moderately influences
  • Strongly influences
  • It's my primary source for purchase ideas
• Which of the following have you done after seeing a product or service on social media? (Select all that apply)
  • Visited the brand's website
  • Searched for the product on Google/Amazon
  • Saved the post for later
  • Made a purchase directly from the post/ad
  • Recommended it to a friend
  • None of the above
• Which platform is most likely to influence your decision to buy a product?
  • Instagram
  • Facebook
  • TikTok
  • Pinterest
  • YouTube
  • Other (please specify)

Implementation Tips

To accurately measure influence, your questions must differentiate between various stages of the buyer's journey.

• Separate Discovery and Purchase: Ask distinct questions about where users first discover new products versus where they go to research or make the final purchase. A user might discover a brand on TikTok but watch YouTube reviews before buying.
• Differentiate Purchase Types: Frame questions to distinguish between impulse buys and planned purchases. The social triggers for each can be very different, providing deeper insight into consumer psychology.
• Use Scenario-Based Questions: Instead of general questions, ask about a recent purchase. For example, "Thinking about the last item you bought online, did social media play a role in your decision?" This anchors the response in a real experience, improving data quality.

6. Social Sharing and Virality

Understanding what motivates your audience to share content is the key to unlocking organic reach and virality. These survey questions about social media delve into the psychology behind sharing, helping you identify the emotional triggers and practical value that turn a passive viewer into an active brand advocate. By pinpointing what makes content "share-worthy," you can craft posts that are designed to spread.

This insight is invaluable for content creation. If your survey shows that humor is the primary driver for sharing among your audience, you can prioritize creating funny memes, videos, or anecdotes. Conversely, if education and practical tips are more valued, you can focus on creating informative guides and how-to content. This data-driven approach moves your strategy from hoping for virality to engineering it.

Sample Questions

• What is the main reason you would share a brand's post on your social media?
  • It was entertaining or humorous.
  • It provided useful information or a helpful tip.
  • It was inspiring or emotionally moving.
  • It supported a cause or value I believe in.
  • It was related to a contest or giveaway.
• How often do you share content from brands or businesses on your personal social media profiles?
  • Several times a week
  • Once a week
  • A few times a month
  • Rarely
  • Never
• Which type of content are you most likely to share with your friends or followers? (Select up to two)
  • Videos
  • Articles or blog posts
  • Images or infographics
  • Memes or GIFs
  • Quotes
  • Customer reviews or testimonials

Implementation Tips

To effectively gauge sharing habits, focus on motivations and content formats. This helps you understand both the "why" and the "what" behind your audience's behavior.

• Focus on Motivations: Frame questions around the reasons people share, such as for entertainment, education, or social validation. This uncovers the core emotional drivers you can tap into. For deeper insights, learn more about how to create viral content on tryunibox.com.
• Address Privacy Concerns: Include a question about whether privacy concerns ever stop them from sharing content. This can reveal hidden barriers to engagement.
• Segment by Platform: Ask respondents which platforms they are most likely to share content on. Sharing behavior on LinkedIn is very different from sharing on Instagram or TikTok.

7. Trust, Authenticity, and Privacy Concerns

In an era of misinformation and data breaches, understanding user sentiment around trust, authenticity, and privacy is no longer optional. These survey questions about social media delve into how your audience perceives the content they see, their concerns about personal data, and their trust in both the platforms and the brands on them. This insight is crucial for building a brand that feels genuine and secure.

Knowing your audience's privacy tolerance helps you tailor your marketing in a way that respects their boundaries, which can significantly improve brand perception. For instance, if your survey shows high concern over targeted ads, you might lean more into organic content and community-building rather than aggressive retargeting campaigns. For those looking to build more genuine connections, you can explore ways to humanize your communication style to enhance authenticity.

Sample Questions

• On a scale of 1 (Not at all trustworthy) to 5 (Very trustworthy), how much do you trust information from the following sources on social media?
  • Brands or companies
  • News organizations
  • Influencers or content creators
  • Friends and family
• How concerned are you about social media platforms collecting and using your personal data?
  • Very concerned
  • Somewhat concerned
  • Neutral
  • Not very concerned
  • Not at all concerned
• How often do you believe you see fake news or misinformation on social media?
  • Daily
  • A few times a week
  • Once a week
  • Rarely
  • Never

Implementation Tips

To capture nuanced feelings about these sensitive topics, your question design is key. Vague questions will yield vague, unusable answers.

• Use Likert Scales: For measuring trust and concern, a 5-point Likert scale (e.g., Strongly Agree to Strongly Disagree) provides more detailed insight than a simple yes/no answer.
• Be Specific: Differentiate between trust in the platform (like Facebook), trust in brands on the platform, and trust in individual users. Each carries different implications.
• Probe Data Understanding: Ask questions that gauge how well users think they understand how their data is used for advertising. This can reveal opportunities for transparent communication.
• Measure Misinformation Impact: Include questions about how misinformation concerns affect their usage habits, such as fact-checking information they see on social platforms.

8. Social Activism and Cause-Related Engagement

Social media has become a powerful platform for social and political discourse, making it crucial for brands to understand how their audience engages with causes. These survey questions about social media explore user activism, attitudes toward brand involvement in social issues, and the authenticity of cause-related marketing. The answers reveal whether your audience expects brands to take a stand and how they perceive those efforts.

This data is vital for navigating the complex landscape of corporate social responsibility. For example, if your survey shows that a large segment of your audience has participated in online campaigns for environmental issues, aligning your brand with a sustainability initiative could resonate deeply. Conversely, if your audience is wary of performative activism, you’ll know to focus on demonstrating genuine, long-term commitment rather than just posting a supportive hashtag.

Sample Questions

• How important is it to you that the brands you follow take a public stance on social or political issues?
  • Very Important
  • Somewhat Important
  • Neutral
  • Not Very Important
  • Not Important at All
• Which of the following online actions have you taken to support a social cause in the past year? (Select all that apply)
  • Liked or shared a post about a cause
  • Used a cause-related hashtag
  • Signed an online petition
  • Donated to a cause through a social media platform
  • Followed an activist or organization
  • None of the above
• When a brand speaks out on a social issue, what most influences your perception of its authenticity?
  • The brand's long-term history with the cause
  • The action they take beyond social media posts (e.g., donations, policy changes)
  • The personal values of the company's leadership
  • The relevance of the cause to their business
  • I generally view brand activism as inauthentic

Implementation Tips

To gather meaningful insights, your questions must be nuanced and specific. Avoid broad generalizations about activism.

• Differentiate Action: Distinguish between passive online support (e.g., a "like") and active engagement (e.g., donating or signing a petition). This helps you measure the depth of your audience's commitment.
• Gauge Authenticity: Ask directly what makes brand activism feel genuine versus performative. Use multiple-choice options that cover different factors like history, financial commitment, and relevance.
• Measure Cause Alignment: If relevant, include questions about which specific causes (e.g., environmental, social justice, health) resonate most with them to guide potential brand partnerships.

9. Mental Health and Well-being Impact

The connection between social media and mental well-being is a critical area of study, particularly for brands targeting younger demographics. These survey questions about social media help you gauge the perceived effects of platform usage on user anxiety, self-esteem, and overall mood. Understanding these impacts allows your brand to foster a more positive, responsible, and supportive online community.

This data is invaluable for shaping a content strategy that prioritizes digital wellness. For instance, if results show users often feel overwhelmed, you could create content focused on digital detoxes or mindfulness. For a deeper dive into this area, consider exploring the broader impact of influencers on mental wellness. Acknowledging these issues demonstrates social responsibility and builds deeper trust with your audience.

Sample Questions

• How does using social media generally make you feel? (Select one)
  • More positive and connected
  • Mostly neutral
  • More anxious or stressed
  • It varies greatly day-to-day
  • I've never thought about it
• To what extent do you agree with this statement: "Social media negatively impacts my self-esteem."
  • Strongly Agree
  • Agree
  • Neutral
  • Disagree
  • Strongly Disagree
• Have you ever felt the need to take a break from social media for your mental well-being?
  • Yes, frequently
  • Yes, occasionally
  • No, never

Implementation Tips

Approaching this topic requires sensitivity and a commitment to user privacy. Clearly communicate why you are asking and how the data will be used.

• Provide Confidentiality Assurances: Start the survey section by assuring respondents that their answers are anonymous and confidential to encourage honest feedback.
• Ask About Both Sides: Frame questions to capture both positive and negative impacts. Social media can foster connection as well as anxiety, so a balanced inquiry provides a fuller picture.
• Include Resources: Consider ending this section with a link to mental health resources. This small gesture shows your brand cares about well-being beyond data collection.

10. Community Engagement and User-Generated Content

Moving beyond passive consumption, this category of survey questions about social media dives into how users actively participate in online communities. Understanding the drivers behind user-generated content (UGC) and community interaction helps you foster a more engaged, loyal, and self-sustaining audience. These questions reveal whether your audience members are lurkers, commenters, or creators.

This data is crucial for brands looking to build vibrant communities on platforms like Facebook Groups, Discord, or Reddit. If you discover a high willingness to create content but low actual participation, you can identify barriers, such as a lack of clear prompts or perceived community judgment, and then introduce initiatives like UGC contests or "Ask Me Anything" sessions to encourage involvement.

Sample Questions

• How often do you post your own content (e.g., photos, videos, text posts) related to our brand or industry?
  • Never
  • Rarely (a few times a year)
  • Occasionally (a few times a month)
  • Frequently (at least once a week)
• Which of the following community activities have you participated in within the last month? (Select all that apply)
  • Liking other users' posts
  • Commenting on posts or in discussions
  • Sharing another user's content
  • Answering another user's question
  • Posting original content (a new thread or post)
  • I have not participated in any of these activities
• What is the main reason you would not post content or join a discussion in an online brand community?
  • I don't have anything to say
  • I'm worried about negative feedback
  • I'm not sure what the rules are
  • I don't have enough time
  • I prefer to just observe

Implementation Tips

To capture a complete picture of community dynamics, it's important to understand both the actions users take and the motivations behind them.

• Distinguish Active vs. Passive: Structure questions to differentiate between passive engagement (liking, viewing) and active participation (commenting, posting).
• Identify Barriers: Ask directly about what prevents users from contributing. This can reveal anxieties, technical issues, or a lack of clarity about community expectations.
• Measure Sense of Belonging: Include a question using a Likert scale (e.g., "I feel like a valued member of this online community") to gauge the emotional connection users have, which is a key predictor of long-term engagement.

10-Item Social Media Survey Comparison

Item	Implementation Complexity 🔄	Resource Requirements ⚡	Expected Outcomes 📊	Ideal Use Cases 💡	Key Advantages ⭐
Daily Usage and Screen Time	Low 🔄 structured time ranges	Low ⚡ short surveys, device breakdown	High 📊 peak times & engagement patterns	Content scheduling; cadence planning	Quantifiable behavior; easy benchmarking ⭐
Platform Preference and Usage	Low-Moderate 🔄 multi-select + demos	Moderate ⚡ platform-specific options	High 📊 channel allocation insights	Channel strategy; budget prioritization	Identifies where to allocate resources ⭐
Content Type Preference	Moderate 🔄 rating scales, visual examples	Moderate ⚡ examples + cross-platform tests	High 📊 content ROI & engagement lift	Content planning; format testing	Optimizes production; reduces waste ⭐
Influencer and Brand Following	Moderate 🔄 tiered follower and trust items	Moderate ⚡ categorization by influencer tier	Moderate-High 📊 partnership opportunity signals	Influencer partnerships; advocacy programs	Guides influencer ROI and targeting ⭐
Purchase Decision Influence	High 🔄 attribution & journey mapping	High ⚡ tracking tools, longitudinal data	High 📊 conversion drivers and ROI metrics	Budget allocation; conversion optimization	Direct measure of marketing impact ⭐
Social Sharing and Virality	Moderate 🔄 motivation + frequency measures	Low-Moderate ⚡ behavioral + attitudinal items	Moderate 📊 organic reach & amplification potential	Viral content design; earned media strategy	Predicts shareability; informs viral hooks ⭐
Trust, Authenticity, and Privacy Concerns	Moderate 🔄 Likert scales; nuanced wording	Moderate ⚡ validated scales; ethical review	High 📊 trust barriers & compliance risks	Brand safety; ethical marketing; privacy policy	Identifies trust gaps; informs compliance ⭐
Social Activism and Cause-Related Engagement	Moderate 🔄 distinguish online vs offline actions	Low-Moderate ⚡ demographic segmentation	Moderate 📊 purpose-driven audience insights	CSR initiatives; cause marketing	Guides authentic purpose-driven strategy ⭐
Mental Health and Well-being Impact	High 🔄 validated clinical scales; sensitive items	High ⚡ ethical safeguards; support resources	Moderate 📊 identifies vulnerable segments & risks	Responsible marketing; wellness programs	Protects reputation; informs supportive practices ⭐
Community Engagement and User-Generated Content	Moderate 🔄 activity vs. passive measures	Moderate ⚡ frequency + collaboration tracking	High 📊 community strength & UGC potential	Community building; UGC campaigns	Reveals creator opportunities and engagement depth ⭐

Turning Answers into Actionable Strategy

You now have an extensive library of survey questions about social media, covering everything from daily screen time habits to the influence of social activism on brand perception. But as any skilled marketer knows, collecting data is just the beginning of the journey. The real power isn't in the questions you ask, but in the strategic actions you take based on the answers you receive. Raw data is potential; a well-executed strategy is performance.

The insights gleaned from these surveys are your direct line to understanding your audience's digital lives. They reveal not just which platforms your customers use, but why and how they use them. This nuanced understanding is the key to transforming your social media presence from a simple broadcast channel into a dynamic hub for community and connection.

From Data Points to Strategic Pillars

Your survey results should not live in an isolated spreadsheet. They are the foundational building blocks for a more intelligent, responsive, and effective social media strategy. The ultimate goal is to move beyond assumptions and base your decisions on a solid foundation of audience-provided evidence.

Think of the process in three distinct phases:

1. Analyze and Segment: Look for the patterns. Are certain demographics gravitating toward specific content types, like short-form video? Do privacy concerns spike among older users? Segment your audience based on their responses to create more personalized and resonant messaging. For example, knowing that your younger audience segment trusts micro-influencers over celebrity endorsements is a game-changing insight for your next influencer marketing campaign.

2. Hypothesize and Test: Use the data to form educated hypotheses. If your survey reveals a strong preference for user-generated content (UGC) and a desire for authenticity, your hypothesis might be: "Launching a UGC campaign will increase engagement by 20%." Develop a pilot campaign, run it, and measure the results against your baseline. This data-driven approach minimizes guesswork and maximizes your return on investment.

3. Implement and Iterate: The most crucial step is to translate your findings into tangible changes. This could mean reallocating your advertising budget to the platforms your audience actually prefers, or revamping your content calendar to focus on educational tutorials instead of just promotional posts. Social media is not a "set it and forget it" channel. The digital landscape evolves, and so do user behaviors. Plan to redeploy a selection of these survey questions about social media quarterly or bi-annually to keep your finger on the pulse of your audience.

The True Value of Listening

Ultimately, conducting these surveys sends a powerful message to your audience: we are listening. In a world saturated with brand noise, taking the time to ask for opinions and genuinely act on them builds immense trust and loyalty. It shows that you value their perspective and are committed to providing an experience that meets their needs and expectations.

When you use survey data to address their privacy concerns, celebrate their desire for community engagement, or align with causes they care about, you are doing more than just marketing. You are building relationships. This customer-centric approach is what separates fleeting brands from enduring ones. By consistently using well-crafted survey questions about social media, you embed this listening-first mindset into your operational DNA, ensuring your strategy remains relevant, respectful, and remarkably effective.

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