Millennials, born between 1981 and 1996, are regaining attention for their pivotal role in shaping social media culture. Having witnessed the rise of platforms from the early days, their relationship with social media is emotional and deeply rooted in shared experiences and meaningful connections.
According to The 2025 Sprout Social Index™, 31% of Millennials plan to increase their social media use in 2025—the highest among all generations. This demographic seeks authentic interactions over direct sales, favoring brands that express personality rather than perfection.
Millennials on Social Media
- Connection is key: Social media serves as a tool for staying connected with friends, family, influencers, and brands. It also functions as ‘emotional infrastructure’ that helps Millennials celebrate cultural moments and feel less isolated.
- Preferred platforms: Facebook (85%), YouTube (80%), and Instagram (74%) lead the list, with these platforms primarily used for entertainment and socializing. TikTok ranks highest for social commerce among Millennials, closely followed by Facebook and Instagram.
- Content engagement: Millennials engage most with text-based posts on Facebook, short-form videos on Instagram, and long-form videos on YouTube. They prioritize authenticity, entertainment, and reliability in brand content.
- Shoppers influenced by social: Over half make spontaneous purchases prompted by social media monthly. Social discovery, research, and purchase frequently occur in a single session, emphasizing the need for seamless social selling strategies.
Emerging Trends Among Millennials
- Many plan to embrace new community-focused platforms like Reddit, Bluesky, Threads, Mastodon, Patreon, and Substack, motivated by friends, niche interests, or creators they follow.
- Millennials value audience engagement and original content more than virality or chasing trends, distinguishing their preferences from Gen Z.
- Despite social media’s challenges, 68% report a positive impact on their mental health, and many appreciate the platforms for building community and supporting activism.
Brands That Resonate with Millennials
- Sézane: A French brand known for comfort and style that aligns with Millennial aesthetics through creator-led marketing and inclusive representation.
- Ceremonia: A Latinx-founded hair care brand that connects via storytelling, strong brand identity, and polished visuals.
- Graza: Known for its refined olive oil, Graza engages Millennials through creative social content and collaborations with creators and media figures.
Key Takeaways for Brands
- Millennials seek genuine connection, creativity, and consistent storytelling rather than faceless corporate messaging.
- Effective social strategies should account for Millennials’ unique online behaviors, platform preferences, and emotional motivations.
- Brands that build authentic relationships with this generation can secure lifelong loyalty.
While Millennials are no longer the newest social media users, their spending power and engagement levels remain significant. Marketers should recognize their distinct needs and continue to cultivate meaningful connections tailored to this influential generation.