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Side parts. Skinny jeans. The Valencia filter. We could only be talking about one generation: Millennials.

Once dismissed as unforgivably cringe, Millennials are making a pop culture comeback. After dominating the headlines for over a decade, the generation—born between 1981-1996—took a step back as Gen Z sauntered into the limelight.

But in recent months, they’ve regained cultural cache and are finally getting the flowers they deserve for pioneering social media culture. Millennials were the earliest adopters of some of the networks that have become global behemoths.

As Monica Dimperio—the force behind Hashtag Lifestyle, the consultancy making brands cooler, culturally fluent and impossible to scroll past—put it: “Millennials grew up both with and without social—we remember the world before filters and followers—so our relationship with it is deeply emotional. We’re still talking about our AIM screen names and which MySpace song played on our profile. We literally invented the photo dump. And that early experience taught us to care about presentation, meaning and vibe—even now. We built the culture Gen Z now thrives in.” Dimperio is a Millennial herself, as well as a brand builder and digital native who helped define influencer culture.

Despite the nostalgia associated with Millennials and social media, 31% of Millennials actually plan to use social more in 2025, the most of any generation, per The 2025 Sprout Social Index™. As their income and spending power goes up, their increased time on social translates to real opportunity for brands.

In this guide, we explain how Millennials want brands to show up on social media and how to market to them the right way.

How to reach Millennials on social media

On social, Millennials look for connection. Whether it’s with people they actually know, influencers and celebrities, or even brands. As Dimperio explained, “Because we’ve grown up alongside the evolution of every major platform, social media has become emotional infrastructure for Millennials. It’s how we remember birthdays, stay in touch with old friends and feel a little less alone when we’re watching a show by ourselves on the couch. It’s companionship.”

Data backs this up. According to the Index, 92% of Millennials use social to keep up with cultural moments. Which aren’t exactly the same thing as trends. Instead, they’re looking for shared experiences and touchstones.

Dimperio goes on, “We’re not chasing trends or trying to become influencers. We’re looking for hacks, humor and a reminder that we’re not the only ones spiraling through whatever life stage we’re in (aka middle age). That’s why we gravitate toward content that teaches, entertains or makes us feel seen. If it helps us cook a better dinner, find a better brow gel or sends us into a meme spiral because it hits way too close to home, we’re following.”

Though they still turn to search engines for research, that is quickly changing. Nearly 30% are most likely to use social to find information—specifically product reviews and recommendations—per the Q2 2025 Sprout Pulse Survey.

Yet, brands shouldn’t make the mistake of pushing a hard sell. Millennials want brands to stop using a salesly or corporate tone and, instead, lean into authenticity, according to the Index.

“We don’t need perfection, we need personality. If it feels like marketing, we’re out. But if it feels like a friend with taste? We’re in,” sums up Dimperio.

What social media networks do Millennials use and why?

According to the Q2 2025 Sprout Pulse Survey, 85% of Millennial social media users are on Facebook, 80% are on YouTube and 74% are on Instagram, making these platforms the most popular with the generation. Millennials are most likely to use all of these channels for entertainment and connecting with friends and family.

Digging deeper into how they use certain platforms, Millennials report TikTok is their favorite channel to turn to for social commerce, closely followed by Facebook and Instagram, according to the Q4 2024 Sprout Pulse Survey. The Q1 2024 Sprout Pulse Survey found that they are also most likely to use Facebook and Instagram for staying up to date on the news, and Facebook for customer care.

Social is inextricably tied to their purchasing decisions

• Over half make spontaneous purchases inspired by social at least once a month (The 2025 Sprout Social Index™).
• 35% are more likely to buy something they discovered on social in this economic climate (Q2 2025 Sprout Pulse Survey).
• Millennial consumers are most likely to make daily or weekly purchases inspired by an influencer—on par with Gen Z (The State of Influencer Marketing Report).

Even as shopping on social media becomes more ubiquitous, successfully grabbing Millennial attention requires a synchronized approach, as this generation uses both digital and physical storefronts. Dimperio adds, “I still walk into stores. I love the IRL experience. But maybe that’s the takeaway here: If your brand is going to live online, the digital and physical need to feel emotionally connected. Do they feel the same? Same tone, same vibe, same trust factor?”

Even as shopping on social media becomes more ubiquitous, successfully grabbing Millennial attention requires a synchronized approach, as this generation uses both digital and physical storefronts. Dimperio adds, “I still walk into stores. I love the IRL experience. But maybe that’s the takeaway here: If your brand is going to live online, the digital and physical need to feel emotionally connected. Do they feel the same? Same tone, same vibe, same trust factor?”

Millennial social media trends

As Millennials have matured, they’ve gone from being the centerpiece of marketing plans to middle-aged consumers with less cultural sway, but even more market impact. To reach Millennials, brands should invest in emerging networks, stay true to their brand ethos and center social in their go-to-market strategies.

This is not a trends listicle that will inspire specific content ideas (for that, read our top social media trends article). Instead, these trends map out the future of Millennials’ social media habits, and give clues that reveal what it takes to build lasting resonance as this generation reaches the next stage of their lives.

Emerging network early adopters

Interestingly, Millennials’ desire for connection on social is driving them to use more community- and creator-driven platforms over the next few months, per the Q2 2025 Sprout Pulse Survey. 63% plan to use Reddit, while 57% plan to use Bluesky, Threads and Mastadon. Another 53% plan to use Patreon and Substack.

Sézane

Good taste. Classic elegance. Where grown ups shop. Sézane, the French brand that empowers you to build your own “Parisian wardrobe,” is a staple among Millennial women. These consumers, who were sold on the mystique of French women’s style at a young age, make up a large percentage of Sézane’s cult following.

Millennial social media trends

As Millennials have matured, they’ve gone from being the centerpiece of marketing plans to middle-aged consumers with less cultural sway, but even more market impact. To reach Millennials, brands should invest in emerging networks, stay true to their brand ethos and center social in their go-to-market strategies.

This is not a trends listicle that will inspire specific content ideas (for that, read our top social media trends article). Instead, these trends map out the future of Millennials’ social media habits, and give clues that reveal what it takes to build lasting resonance as this generation reaches the next stage of their lives.

Emerging network early adopters

Interestingly, Millennials’ desire for connection on social is driving them to use more community- and creator-driven platforms over the next few months, per the Q2 2025 Sprout Pulse Survey. 63% plan to use Reddit, while 57% plan to use Bluesky, Threads and Mastadon. Another 53% plan to use Patreon and Substack.

Sézane

Good taste. Classic elegance. Where grown ups shop. Sézane, the French brand that empowers you to build your own “Parisian wardrobe,” is a staple among Millennial women. These consumers, who were sold on the mystique of French women’s style at a young age, make up a large percentage of Sézane’s cult following.

The brand owes much of their recent success to social media hype. On their own channels, they’re applauded for using models that have body types that match their core audience, and for designing clothes built with comfort, style and Millennial style icons in mind. The brand also leans into creator-led marketing and user-generated content.

Give your brand a Millennial makeover: Take a cue from Sézane, and lean into the early influences on Millennial taste. Understand why they’re motivated to gravitate toward specific aesthetics, and incorporate those themes into your content.

How to reach Millennials on social media

On social, Millennials look for connection. Whether it’s with people they actually know, influencers and celebrities, or even brands. As Dimperio explained, “Because we’ve grown up alongside the evolution of every major platform, social media has become emotional infrastructure for Millennials. It’s how we remember birthdays, stay in touch with old friends and feel a little less alone when we’re watching a show by ourselves on the couch. It’s companionship.”

Data backs this up. According to the Index, 92% of Millennials use social to keep up with cultural moments. Which aren’t exactly the same thing as trends. Instead, they’re looking for shared experiences and touchstones.

Dimperio goes on, “We’re not chasing trends or trying to become influencers. We’re looking for hacks, humor and a reminder that we’re not the only ones spiraling through whatever life stage we’re in (aka middle age). That’s why we gravitate toward content that teaches, entertains or makes us feel seen. If it helps us cook a better dinner, find a better brow gel or sends us into a meme spiral because it hits way too close to home, we’re following.”

Though they still turn to search engines for research, that is quickly changing. Nearly 30% are most likely to use social to find information—specifically product reviews and recommendations—per the Q2 2025 Sprout Pulse Survey.

Yet, brands shouldn’t make the mistake of pushing a hard sell. Millennials want brands to stop using a salesly or corporate tone and, instead, lean into authenticity, according to the Index.

“We don’t need perfection, we need personality. If it feels like marketing, we’re out. But if it feels like a friend with taste? We’re in,” sums up Dimperio.

What social media networks do Millennials use and why?

According to the Q2 2025 Sprout Pulse Survey, 85% of Millennial social media users are on Facebook, 80% are on YouTube and 74% are on Instagram, making these platforms the most popular with the generation. Millennials are most likely to use all of these channels for entertainment and connecting with friends and family.

Digging deeper into how they use certain platforms, Millennials report TikTok is their favorite channel to turn to for social commerce, closely followed by Facebook and Instagram, according to the Q4 2024 Sprout Pulse Survey. The Q1 2024 Sprout Pulse Survey found that they are also most likely to use Facebook and Instagram for staying up to date on the news, and Facebook for customer care.

Social is inextricably tied to their purchasing decisions

• Over half make spontaneous purchases inspired by social at least once a month (The 2025 Sprout Social Index™).
• 35% are more likely to buy something they discovered on social in this economic climate (Q2 2025 Sprout Pulse Survey).
• Millennial consumers are most likely to make daily or weekly purchases inspired by an influencer—on par with Gen Z (The State of Influencer Marketing Report).

Even as shopping on social media becomes more ubiquitous, successfully grabbing Millennial attention requires a synchronized approach, as this generation uses both digital and physical storefronts. Dimperio adds, “I still walk into stores. I love the IRL experience. But maybe that’s the takeaway here: If your brand is going to live online, the digital and physical need to feel emotionally connected. Do they feel the same? Same tone, same vibe, same trust factor?”

Even as shopping on social media becomes more ubiquitous, successfully grabbing Millennial attention requires a synchronized approach, as this generation uses both digital and physical storefronts. Dimperio adds, “I still walk into stores. I love the IRL experience. But maybe that’s the takeaway here: If your brand is going to live online, the digital and physical need to feel emotionally connected. Do they feel the same? Same tone, same vibe, same trust factor?”

Millennial social media trends

As Millennials have matured, they’ve gone from being the centerpiece of marketing plans to middle-aged consumers with less cultural sway, but even more market impact. To reach Millennials, brands should invest in emerging networks, stay true to their brand ethos and center social in their go-to-market strategies.

This is not a trends listicle that will inspire specific content ideas (for that, read our top social media trends article). Instead, these trends map out the future of Millennials’ social media habits, and give clues that reveal what it takes to build lasting resonance as this generation reaches the next stage of their lives.

Emerging network early adopters

Interestingly, Millennials’ desire for connection on social is driving them to use more community- and creator-driven platforms over the next few months, per the Q2 2025 Sprout Pulse Survey. 63% plan to use Reddit, while 57% plan to use Bluesky, Threads and Mastadon. Another 53% plan to use Patreon and Substack.

Sézane

Good taste. Classic elegance. Where grown ups shop. Sézane, the French brand that empowers you to build your own “Parisian wardrobe,” is a staple among Millennial women. These consumers, who were sold on the mystique of French women’s style at a young age, make up a large percentage of Sézane’s cult following.

Millennial social media trends

As Millennials have matured, they’ve gone from being the centerpiece of marketing plans to middle-aged consumers with less cultural sway, but even more market impact. To reach Millennials, brands should invest in emerging networks, stay true to their brand ethos and center social in their go-to-market strategies.

This is not a trends listicle that will inspire specific content ideas (for that, read our top social media trends article). Instead, these trends map out the future of Millennials’ social media habits, and give clues that reveal what it takes to build lasting resonance as this generation reaches the next stage of their lives.

Emerging network early adopters

Interestingly, Millennials’ desire for connection on social is driving them to use more community- and creator-driven platforms over the next few months, per the Q2 2025 Sprout Pulse Survey. 63% plan to use Reddit, while 57% plan to use Bluesky, Threads and Mastadon. Another 53% plan to use Patreon and Substack.

Sézane

Good taste. Classic elegance. Where grown ups shop. Sézane, the French brand that empowers you to build your own “Parisian wardrobe,” is a staple among Millennial women. These consumers, who were sold on the mystique of French women’s style at a young age, make up a large percentage of Sézane’s cult following.

The brand owes much of their recent success to social media hype. On their own channels, they’re applauded for using models that have body types that match their core audience, and for designing clothes built with comfort, style and Millennial style icons in mind. The brand also leans into creator-led marketing and user-generated content.

Give your brand a Millennial makeover: Take a cue from Sézane, and lean into the early influences on Millennial taste. Understand why they’re motivated to gravitate toward specific aesthetics, and incorporate those themes into your content.

How to reach Millennials on social media

On social, Millennials look for connection. Whether it’s with people they actually know, influencers and celebrities, or even brands. As Dimperio explained, “Because we’ve grown up alongside the evolution of every major platform, social media has become emotional infrastructure for Millennials. It’s how we remember birthdays, stay in touch with old friends and feel a little less alone when we’re watching a show by ourselves on the couch. It’s companionship.”

Data backs this up. According to the Index, 92% of Millennials use social to keep up with cultural moments. Which aren’t exactly the same thing as trends. Instead, they’re looking for shared experiences and touchstones.

Dimperio goes on, “We’re not chasing trends or trying to become influencers. We’re looking for hacks, humor and a reminder that we’re not the only ones spiraling through whatever life stage we’re in (aka middle age). That’s why we gravitate toward content that teaches, entertains or makes us feel seen. If it helps us cook a better dinner, find a better brow gel or sends us into a meme spiral because it hits way too close to home, we’re following.”

Though they still turn to search engines for research, that is quickly changing. Nearly 30% are most likely to use social to find information—specifically product reviews and recommendations—per the Q2 2025 Sprout Pulse Survey.

Yet, brands shouldn’t make the mistake of pushing a hard sell. Millennials want brands to stop using a salesly or corporate tone and, instead, lean into authenticity, according to the Index.

“We don’t need perfection, we need personality. If it feels like marketing, we’re out. But if it feels like a friend with taste? We’re in,” sums up Dimperio.

Looking for more on generational trends and the current state of social? Read our guide to generational marketing.