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Social Media Usage & Brand Engagement Habits Survey

Maps how people actually spend time on social platforms, which content formats earn a follow, and how that behavior translates into purchases — with an AI follow-up interview that reconstructs a real recent purchase decision instead of relying on self-reported influence scores. Built for marketing and growth teams sizing up social strategy.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

12 questions · ~7 min
Q01
Message

Hi! We're trying to understand how people actually use social media day to day — not just which apps you have installed. This will take about 5 minutes and there are no right or wrong answers.

Q02
Multiple ChoiceRequired

Which social media platforms have you personally used in the last 30 days?

  • Instagram
  • TikTok
  • Facebook
  • X (Twitter)
  • YouTube
  • LinkedIn
  • Pinterest
  • Snapchat
Q03
Point AllocationRequired

Thinking about a typical week, split 100 points across these platforms based on how much time you spend on each. Put 0 for platforms you don't use.

  • Instagram
  • TikTok
  • Facebook
  • X (Twitter)
  • YouTube
  • Other
Allocate 100 points
Q04
MatrixRequired

How often do you do each of the following on social media?

6 rows × 5 columns
  • Scroll a feed without a specific goal
  • Watch videos or reels
  • Message friends or family
  • Follow or check in on brands and creators
  • Browse or shop for products
  • +1 more
Columns: Never · Rarely · Sometimes · Often · Every day
Q05
Best–Worst Trade-off (MaxDiff)Required

Which of these makes you most likely, versus least likely, to follow a brand on social media?

  • Entertaining or funny content
  • Discounts and promotions
  • Educational product content
  • Behind-the-scenes look at the company
  • Content from real customers
  • Influencer or creator partnerships
  • Fast, helpful customer service replies
  • Contests and giveaways
Pick best & worst per setBest:Most likely to make me followWorst:Least likely to make me follow
Q06
Opinion ScaleRequired

How much do posts from brands you follow influence what you end up buying?

Scale: 1 – 7
Min:No influence at allMax:Major influence
Q07
Multiple ChoiceRequired

Have you ever bought a product after seeing it on social media?

  • Yes, within the last month
  • Yes, but longer ago
  • No, never
  • Not sure / can't remember
Q08
AI Interview

Reconstruct one real, recent time the respondent bought something after seeing it on social media (or, if they said 'never' or 'not sure', explore what stops them from ever converting). Anchor on specifics: which platform, what the post or video looked like, who posted it, how long between seeing it and buying, and what almost stopped them. Push past vague answers like 'it looked cool' to get the actual trigger moment.

Q09
Rating ScaleRequired

How much do you trust content that brands post directly on their own social media accounts?

Range: 1 – 5
Min:Don't trust it at allMax:Trust it completely
Q10
Multiple Choice

What's your age range?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q11
Multiple Choice

What's your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q12
Message

Thanks so much for sharing how you use social media — this is really helpful. Your answers will be combined with others to shape our social content and platform strategy, and no individual response will be shared or identified.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Goes beyond self-reported influence scores with an AI follow-up interview that reconstructs one real, recent purchase the respondent made after seeing something on social media
  • Combines quantitative platform-time allocation (constant sum across platforms), behavioral frequency tracking (matrix), and trade-off analysis (max-diff on what drives a brand follow) in one flow
  • Opens and closes with natural chat messages that frame the survey conversationally rather than as a cold form, which supports better completion and honesty
  • Automated per-response quality scoring and an auto-generated report mean marketing and growth teams get analysis-ready output instead of raw export data to clean up themselves

Jotform

Social Media Usage Survey Form Template

A ready-to-field static form template covering general social media usage habits, easily customizable in Jotform's drag-and-drop builder. It's built for quick deployment and integrates with Jotform's broader form ecosystem (payments, notifications, etc.), but it's a fixed question set rather than an adaptive interview. Good for basic usage tracking, not for probing the 'why' behind a purchase decision.

What it does well

  • Fast to deploy and customize via a familiar drag-and-drop form builder
  • Fits into Jotform's wider suite of integrations (notifications, payment add-ons, etc.)
  • Likely offers a free tier suitable for quick, low-stakes fielding

Where it falls short

  • Static question set with no adaptive follow-up probing into individual responses
  • No mechanism to reconstruct a specific purchase decision — relies on generic usage questions
  • No published methodology on how questions were validated or scored

SurveySparrow

Social Media Usage Questionnaire

A conversational-style questionnaire template positioned for marketing use cases, which aligns well with SurveySparrow's chat-like survey format. It covers usage habits but appears to be a fixed-flow questionnaire rather than one that dynamically branches based on what a respondent actually says. Useful for straightforward usage snapshots rather than deep behavioral reconstruction.

What it does well

  • Conversational UI format that can feel more engaging than a traditional grid-style form
  • Marketing-specific template framing suggests relevance to brand/social use cases
  • Likely mobile-friendly given SurveySparrow's chat-form design

Where it falls short

  • No adaptive AI interviewing — the conversational tone is templated, not dynamically generated per respondent
  • No voice AI interview or screen-share task option for deeper qualitative capture
  • No transparent, published prompt logic behind how follow-up questions (if any) are chosen

QuestionPro

Social Media Survey+Free Questionnaire Template

A broad, free social media survey template from an established enterprise survey platform, likely covering general usage and sentiment questions. It benefits from QuestionPro's mature analytics and reporting dashboard, but the template itself is a standard question bank rather than an interview that adapts to each respondent's actual behavior. Best suited for high-volume, low-depth usage snapshots.

What it does well

  • Backed by an established survey platform with mature reporting and analytics dashboards
  • Offered as a free template, lowering the barrier to quick testing
  • Broad general-purpose coverage of social media usage topics

Where it falls short

  • Fixed question bank with no adaptive AI follow-up probing on individual answers
  • No purchase-reconstruction mechanism — relies on standard self-reported influence-style questions
  • No voice AI interview option or guided screen-share task for behavioral evidence

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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