HOW MILLENNIALS USE SOCIAL MEDIA: WHAT MARKETERS NEED TO KNOW

Summary from the TLDR Marketing newsletter

Millennials are reemerging in cultural relevance and remain a dominant force on social media, with 31% planning to increase usage in 2025. They value emotional connection, authenticity, and originality, using platforms like Facebook, Instagram, and TikTok for entertainment, shopping, and staying connected. Over half make impulse purchases monthly from social media, and 35% are more likely to buy products discovered there during economic uncertainty. They favor brand content that feels personal and avoid anything that sounds overly polished or sales-focused. To win them over, brands should prioritize storytelling, community engagement, and a consistent, relatable voice.