Understanding how millennials and Gen Z behave on social media is critical to your social media strategy. Remember, this will allow you to effectively reach both niches or the one that works best for your brand.

Nowadays, people can interact through many social platforms. Since users of different ages come together, each one has quite a different audience. However, adults choose more for some people and young people choose more for others.

Therefore, you need to understand how millennials and Gen Z behave and develop on social media. Having this information will make it easier to create content tailored to modern preferences.

How Millennials And Gen Z Perform On Social Media

Even if you reach two generations on a digital platform, that doesn't mean they behave and interact in the same way. There are differences between millennials and Gen Z on social media because they are of different ages and therefore have different tastes. Therefore, it is important to immerse yourself in each world:


When I talk about millennials, I am referring to those born between 1980 and 1995. This means that they are the first to adopt social networks as a communication tool. Many people were still in school when they started creating social profiles.

As the first generation to witness the birth of RR.SS, you should know that the reach of the publications is wide. Millennials like to show off their lives, both personally and professionally. That's why they choose Facebook and Instagram.

Both platforms are visited by this group several times a day. They scroll through their feeds, share content, and now even buy products. In particular, they tend to follow their friends' posts and are deeply influenced by them and the FOMO culture, which drives them to make purchases on the platform.

Generation Z

Gen Z, they are people born between 1996 and 2012, that is, they do not know a world without the internet or social networks. This makes them true digital natives as these channels are their source for news, entertainment, and communication.

They are classified as more present, independent, and reserved than millennials. Therefore, they prefer more private and time-sensitive social platforms, such as Snapchat and Instagram. In addition to spending a lot of time-consuming content through YouTube.

They prefer to spend their free time watching videos on YouTube than on traditional media such as television. Gen Z uses social media not for entertainment, but for shows.

How Do You Use Social Media

The IAB Spain 2021 Social Media Study in collaboration with Elogia and sponsored by PredActive shows how two generations use social media. Gen Z youth use them the most, especially WhatsApp (86%), YouTube (79%), and Instagram (86%).

Likewise, the use of Twitter (63%), Spotify (61%), and TikTok (55%) also stand out. It was concluded that this generation used an average of 6.8 social networks at a given time. While millennials use an average of 5.4 networks in some cases. Like WhatsApp (85%), Facebook (77%), YouTube (73%) and Instagram (69%).

What they have in common is that when asked which networks they like the most, they say WhatsApp, YouTube, Instagram, Pinterest, Telegram, and TikTok. This is reflected in the fact that they are the most horizontal social platforms, which means that generations enjoy them equally.

Regarding the intensity of use, users of RR. HH is the people who spend the most time on these two-generation platforms in Spain. However, it's important to note that Gen Z use is more intensive, averaging 1:42 hours per day, compared to 1:16 hours for millennials. It was concluded that the average use time was 21 minutes 1 hour per day.

What Do They Use Them For?

There is no doubt that these two generations use various social networks every day, almost with the same intensity. But it's also important to understand what they're using them for, as this will let you know what you can use to grab their attention.

In terms of social media usage, the comparison between Millennials and Gen Z doesn't differ much in their primary goals. Focus on fun, interaction, and learning.

While 50% of Generation Z also use social media to follow trends, only 28% of millennials. In addition, they were used as a way to meet people, of which 52% were the youngest, while only 22% were adults.

More Millennial And Gen Z Action On Social Media

Social networks have become the window through which companies and brands promote their products and services. As a result, 76% of Gen Z users use these platforms to educate themselves before making a purchase because they believe they influence their purchasing behavior.

In the case of millennials, however, this use has decreased. 47% said they searched for information on social networks before making a purchase, while 60% said it influenced their decision.

For influencers, the younger generation is the one they like the most. In fact, 7 out of 10 Gen Z users in Spain follow them, especially on Instagram and YouTube. Also, on other platforms like TikTok, Twitch, Facebook, and Spotify. But only 53% follow them on the two main networks mentioned.

Another phenomenon that is booming on digital platforms is video games. Across all generations, Z claims to be the most gamer generation at 75%, compared to 50% for millennials. So much so that 8 out of 10 users between 16 and 24 years old say they watch some esports broadcast, while 5 out of 10 users between 25 and 40 years old say they watch some live esports broadcast.

Capturing Millennials And Gen Z On Social Media

As you can see, each generation behaves differently on social media. This can be due to several factors, but the main two are age and preference. Therefore, you must take them into account when applying your marketing strategy.

If you want to reach millennials, you need to focus on building trust. Manage relationships. It's about relating to them on their level through their peers and famous influencers. This will help you communicate your brand message, as most people don't trust big companies very much.

They trust what their peers say more and turn to social media for approval. Remember, they usually don't respond well to traditional ads. Therefore, they seek inspiration and communication through social media platforms such as Facebook and Instagram.

Is your goal to reach Generation Z? So you should focus on entertainment. Although he communicates on social networks, he usually does so through private and expired posts. This is the YouTube generation, so to speak.

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