Social Media Data Insights & Resources for Social Media
Millennials, born between 1981 and 1996, are often considered the first generation to embrace social media entirely. Having witnessed the rise of digital technology, it is no surprise that the online behaviors of Millennials on social media can vary widely among individuals, but many common behaviors are exhibited by the generation as a whole, with nearly three-quarters (75%) of Millennials reporting that their social media usage has risen in the past year. This article will take a deeper look at the patterns and behaviors of Millennials across popular social media platforms.
Facebook is currently the most used platform for Millennials on social media. It is found that 69% of Millennials prefer to use Facebook over other social media platforms, and in comparison, only 37% of Gen Zers prefer the platform. Millennials primarily use Facebook to connect with friends and family, maintaining these relationships through updates, photos, and messages. However, there are many more uses of the platform among this generation. Facebook can serve as an outlet for current news and events, a space for connecting with like-minded individuals through interest-based groups and communities, marketplace buying/selling, sharing memes and humor, and so much more. These platform characteristics that allow for community engagement and relationship management make Facebook appealing to Millennials.
YouTube
Following Facebook, YouTube is the second most popular platform among Millennials on social media. In fact, 37% of Millennials say they binge-watch YouTube daily, and nearly three-quarters of the generation are users of the platform. Rather than being drawn to YouTube to connect with friends and family, Millennials are primarily drawn to the platform for entertaining video content that provides personal enjoyment. Further, vlogs, product reviews, how-to videos, and pop culture content are popular among the generation. Millennials often subscribe to their favorite channels or turn on post notifications to ensure they stay up to date on new uploads from the creators on YouTube they enjoy.
Nearly half of all Instagram’s U.S. users – about 64 million Americans – are Millennials. Instagram offers a wide array of user-generated content (UGC), which Millennials tend to trust more than other forms of media. Additionally, 64% of Millennials are likely to connect with businesses on Instagram and enjoy reading user reviews and comments on Instagram for brands they are interested in. The generation also uses Instagram for content creation/sharing, lifestyle and wellness tips, exploring new products/services, and storytelling through visuals. Further, it is found that Millennials prefer Instagram stories over other formats on the app, demonstrating a preference for authentic and engaging forms of content.
TikTok
TikTok has rapidly become one of the world’s leading social media platforms, with over 1 billion active users worldwide. The majority of TikTok users are those of Gen Z, with research showing that 69% of Gen Zers use the app, whereas 49% of Millennials use TikTok. However, the number of Millennial users on TikTok is increasing, and the generation is not to be overlooked by brands wishing to engage with users. Millennials tend to welcome content from brands from TikTok and interact with them enthusiastically, enjoying real and authentic content. Additionally, 42% of Millennial TikTok users like to be the first to try new things, and 45% of Millennial TikTok users follow the latest technology trends and news, highlighting the early adopter tendencies of the generation. Further, Millennials’ top short video categories are Music, Food/Cooking, and Comedy. So, these behaviors demonstrate how Millennials engage on the platform in various ways and are an essential part of the TikTok community.
Overall Trends
In terms of the social media space in general, Millennials primarily log on to keep track of current news and affairs and to find funny or entertaining content. Compared to other generations, they are more likely to use social networks for researching brands online, talk about brands over social, and utilize social media for customer service inquiries. Hence, connecting with this generation is vital for brands looking to establish relationships with them. Social media’s personalized, digestible, and effortlessly informative nature is the primary reason Millennials use these platforms.
The behaviors exhibited by Millennials on social media platforms reflect the diverse interests, values, and preferences of the individuals making up this generation. However, there are many patterns and commonalities regarding this generation’s overall behavior, such as an eagerness to learn, engage, and be entertained. With 86% of the largest generational cohort on social media, it is crucial to understand Millennials’ preferences and practices across various platforms to stay informed and aware of social media trends.
