Social media has become an integral part of daily life, with nearly all Americans using it in some capacity. For brands, it represents a powerful avenue to connect with consumers, but it’s more than just another channel, social media is now a primary source of news and entertainment, especially for Gen Z and Millennials. These younger generations have shifted away from traditional media, turning instead to their feeds for connection, inspiration, and discovery. This transformation has redefined how people consume content and offers unprecedented opportunities for businesses to meet audiences where they are.
However, navigating this dynamic space is far from simple. The sheer volume of platforms, paired with rapidly shifting preferences among diverse user bases, creates challenges for even the most seasoned brands. Social media’s accessibility allows for broad reach, but this accessibility also makes it difficult to stand out in an endless stream of content. How can brands capture attention when feeds feel infinite? What does authenticity look like amidst such a competitive environment? Staying on top of trends while remaining genuine and relevant requires careful strategy and innovation.
Looking ahead, the role of AI is set to deepen, further personalizing social feeds and making them even more engaging, if not addictive. This shift will compel brands to reevaluate their strategies as they face increasingly tailored audience behaviors. Understanding these demands is crucial – not only to keep pace but also to determine where your brand will fit in an evolving digital ecosystem that demands attention, trust, and purpose. This report unpacks key trends, challenges, and actionable insights to help players thrive in this pivotal space.
This report looks at the following areas:
- How different demographics interact with social media platforms
- When consumers use social media
- Reasons consumers check social media
- Ways users engage with content on social media
- Brand-created social media content that resonates with different generations
- Creator-driven social media content that appeals to various generations
- Concerns about privacy and malicious activity among social media users
- Consumer sentiment on the growing role of AI in social media content
Brands know social media is non-negotiable to connect with younger consumers, but what comes next? Navigating algorithm-driven feeds while crafting authentic content is no small feat, and for older generations, the potential lies in tailored strategies that make these platforms just as engaging.
Haley Ferrini, Research Analyst, US Reports
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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MARKET DYNAMICS
- Market context
- Consumer sentiment rebounded in June amid de-escalated trade tensions, though geopolitical conflict threatens to undermine these gains
- Graph 1: consumer sentiment index, 2022-25
- Consumers’ finances are holding strong, but for how long?
- Graph 2: change in financial situation over the past 12 months, 2023-25
- Market drivers
- Trump signals TikTok extension, competitors move to attract creators
- Elon Musk’s political ambitions leave X in the crossfire
- Trump administration expands social media scrutiny in visa process
- Discord under fire for alleged failures in protecting younger users
- Google’s AI search tools may weaken traffic flow to Reddit and Quora
- States aim to limit teens’ social media addiction…
- … and platforms are testing new ways to verify user ages
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CONSUMER INSIGHTS
- Generations
- Consumer fast facts
- Understanding social media usage patterns
- Facebook and YouTube dominate daily traffic
- Graph 3: daily social media visitation, 2025
- Social media habits vary across generations
- Graph 4: daily social media visitation of top 10 platforms, by generation, 2025
- Although, gender plays a key role as well
- Graph 5: daily social media visitation (select), by gender, 2025
- Gen Z women gravitate towards visual platforms
- Graph 6: adult Gen Z daily social media visitation (select), by gender, 2025
- Majority of consumers don’t just use social media, but actively post
- Older consumers may not be posting, but they’re definitely watching
- Graph 7: social media activity, by generation, 2025
- Social media is dominating how we consume content
- Graph 8: social media reliance attitudes (% agree), by generation, 2025
- Consumers recognize the advertising power of social media
- Graph 9: social media is primarily an advertising platform used by brands to convince me to buy things (% agree), by generation, 2025
- For a third of consumers, it’s a complicated relationship
- Timing matters: when consumers turn to social media
- Social media is always part of the picture
- Graph 10: occasions for social media use, 2025
- Scrolling while streaming unites nearly all generations
- Graph 11: occasions for social media use, by generation, 2025
- Women/girls weave social media into their daily activities
- Graph 12: occasions for social media use (select), by gender, 2025
- Love Island collaboration highlights cross-platform opportunities
- Heavy social media usage doesn’t always translate to active engagement
- Motivations behind social media use
- Entertainment and community drive social media use
- Graph 13: motivators to check social media, 2025
- Gen Z and Millennials treat social media like a search engine
- Graph 14: motivators to check social media, by generation, 2025
- Opportunity to make social media more rewarding for Gen X
- Graph 15: using social media improves my overall mood (% agree), by generation, 2025
- Graph 16: check social media to unwind/relax, by generation, 2025
- Gen Z women know inspiration is just a scroll away
- Pinterest redefines personal style discovery for Gen Z women
- Consumers go where their peers do
- Graph 17: “I would stop using a social media platform if none of my friends or family used it” (% agree), by generation, 2025
- Millennials and Gen Z are ditching traditional media for digital connections
- Graph 18: time spent on social media attitudes (% agree), by generation, 2025
- Opportunities for brands to transition social content to the big screen
- Multilingual inclusivity matters on social media
- Graph 19: time spent on social media attitudes (% agree), by language spoken in the home, 2025
- Social media is reshaping how consumers shop
- Consumer engagement insights
- From discovery to checkout, consumers turn to social platforms
- Graph 20: actions taken in the past month, 2025
- Product reviews on social media fuel consumer discovery
- Graph 21: awareness/discovery actions taken in the past month, by generation, 2025
- From Gen Z to Gen X, consumers engage with content
- Graph 22: interest/intent actions taken in the past month, by generation, 2025
- Recognize strong post engagement isn’t always a positive if consumers are feeling misled
- Social media drives purchases for younger generations
- Graph 23: purchase actions taken in the past month, by generation, 2025
- Saved posts are an opportunity, not a missed sale
- Graph 24: actions taken in the past month (select), by financial situation, 2025
- What consumers want: preferred brand content
- Content that entertains and educates is key
- Graph 25: types of content consumers enjoy seeing from brands on social media, 2025
- Witty content shines, but generations seek nuance
- Graph 26: types of content consumers enjoy seeing from brands on social media, by generation, 2025
- Turn generational preferences into actionable strategies
- Brands can cater to younger women through educational content
- Cocokind’s approach to transparent and educational content
- Although, Millennial men and women differ in ideal brand content
- Graph 27: types of content consumers enjoy seeing from brands on social media, Millennials by gender, 2025
- Connecting with Gen X women through humor and value
- Graph 28: types of content consumers enjoy seeing from brands on social media, Gen X by gender, 2025
- QVC combines Gen X values with fresh channels
- A social media presence is non-negotiable in 2025
- Graph 29: “I am more likely to trust a brand that has an active social media presence” (% agree), by generation, 2025
- When politics meet social media consumers want the real deal
- Graph 30: “I expect brands to take a stance over social media on big political issues” (% agree), by generation, 2025
- Shared beliefs fuel Ben & Jerry’s success
- What consumers want: preferred creator content
- Creator content that adds value commands attention
- Graph 31: enjoyment of creator’s social media content, 2025
- Younger audiences want it all, older audiences want it practical
- Graph 32: types of content consumers enjoy seeing from creators on social media, by generation, 2025
- Adapting content strategies for every generation
- Gaming culture drives boys’ love for interactive creator content
- Gen Z women prefer lifestyle-centric content
- Graph 33: types of content consumers enjoy seeing from creators on social media, adult Gen Z by gender, 2025
- Bumble and Byoma recognize Gen Z women’s content interests with relatable influencer partnerships
- Millennial women value product reviews and recommendations
- Sponsored content works best when transparency leads the way
- Graph 34: “I find it difficult to tell when social media posts are ads/sponsored” (% agree), by generation, 2025
- Dove leaves no room for doubt in sponsored content
- Privacy and harmful content challenges
- A third of consumers worry about social media data practices
- Data privacy looks different in post-9/11 America and for the generations who grew up in it
- Consumers call for accountability in managing harmful content online
- Graph 35: social media platforms are responsible for preventing the spread of malicious content (% agree), by generation, 2025
- Consumers have concerns related to social media platforms, but for brands it’s important to remember
- AI’s transformative role in social media
- Undisclosed AI content leaves consumers feeling uneasy
- Consumers want transparency as brands integrate AI in social media
- Graph 36: when it comes to AI on social media, I expect brands to…, 2025
- Pinterest introduces AI transparency measures
- AI expectations vary by generation
- Graph 37: expectations of brand’s AI use on social media, by generation, 2025
- Consumers are generally open to AI, although where is the line?
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- TikTok’s update aims to tackle teen social media concerns
- Instagram partners with schools to stop online harassment
- Tech companies launch ROOST to protect children online
- Will AI fully take over ad creation by 2026? Meta thinks so
- WhatsApp and BeReal are rolling out ads
- Discord ramps up their advertising features, expanding to mobile
- Snapchat launches affiliate program to drive ad sales
- X moves to dominate sports conversations with NBA Portal
- Threads makes a play for sports fans through UFC collaboration
- Marketing and advertising
- From Ranchers to Nuns, TikTok broadens its narrative through docuseries
- Engaging consumers one question at a time with AMAs
- A Minecraft Movie uses custom Snapchat filters to drive awareness
- McDonald’s rewards meets Snapchat+ in limited-time offer
- Miley Cyrus leverages TikTok to build album hype
- Snapchat positions itself as a music discovery hub in concert series
- X leans into March Madness buzz with a giveaway to Mars
- Journeys leans into Gen Z humor and reintroduces themselves
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Abbreviations and terms
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