Our current reality: a Gen Z teenager filming a 15-second TikTok dance, syncing every move to a trending sound, while a Millennial scrolls through Instagram, double-tapping a carefully organized post from a small business they’ve followed since 2018.
It’s 2025, and social media is a kaleidoscope of connection, creativity, and commerce. But these two generations, Gen Z and Millennials, use it in wildly different ways, each leaving their unique fingerprint on the digital world.
At Faber Cre8tive, we’ve been diving deep into these patterns, helping brands craft strategies that resonate with both tribes.
Buckle up as we unpack the stats, stories, and strategies behind how Gen Z and Millennials navigate social media in 2025 and what it means for your brand.
Before we dive into the nitty-gritty, let’s set the stage. Millennials, born between 1981 and 1996, are now in their late 20s to early 40s. They’re the OGs of social media, having grown up with the rise of Facebook and Twitter. Gen Z, born from 1997 to 2012, are the true digital natives, raised on smartphones and TikTok.
As the Pew Research Center notes, “Gen Zers are more racially and ethnically diverse than any previous generation, and they are on track to be the most well-educated generation yet.”
Millennials, on the other hand, command a spending power of approximately 2.5 trillion dollars in the U.S. alone and, therefore, have become a force to reckon with as far as brands are concerned.
The two generations are both screen-obsessed, but there is no bigger contrast between them in terms of motivation, platforms and behaviours. Let us break it down.
Gen Z is a generation that is going with the times. They spend more than four hours a day on social media already in 2025, and they leave Millennials way behind. Per Opeepl report of 2025, YouTube is king with 78 percent of Gen Z users, followed by Instagram (76 percent), TikTok (69 percent), and Snapchat (43 percent). These platforms are not only applications but entire ecosystems where Gen Z is exposed to trends, content creation and community building.
A perfect example is TikTok. It is not a platform; it is a cultural juggernaut. The most surprising fact is that 86 percent of Gen Z can be found actively using TikTok, and 60 percent of the TikTok user base consists of that age group. They are not passive receivers of the content; they produce it. Gen Z lives to dance challenges and DIY videos, and in fact, 74 percent of Gen Z prefer using TikTok as a search engine instead of Google. Just imagine a generation more willing to scroll through #LifeHacks than a generation ready to type a search query into a search bar.
However, it is not that easy. Gen Z loves to be smart and suspicious. According to a recent survey conducted by Attest in 2025, 55 percent of Gen Z do not believe in the creation of AI, stating authenticity and loss of jobs as the reasons. They even desire realness: uncut, unedited content that is human. That is why such services as Snapchat, with its self-destructing messages, appeal to them very deeply; 65 percent of Gen Z connect with each other there in intimate, genuine ways.
Facebook is also maintained by the Millennials (75%) more than by Gen Z (67%). Why? This is where they interact with their family, friends as well as trusted brands. Instagram is a favourite, too, with 59 percent of Millennials using the platform and commonly viewing polished, aspirational content. Unlike Gen Z’s rapid-fire scrolling, Millennials are more likely to linger, reading reviews or watching product videos before making a purchase. In fact, 90% of Millennials say verified customer reviews sway their buying decisions.
Millennials are also more likely to churn out media subscriptions, with 46 percent adding and dropping streaming services in contrast to the 33 percent generational average. This is their utilitarian attitude: they desire value of one kind or another that can be in the form of no ads or access only.
Both generations grapple with the double-edged sword of social media. A 2023 McKinsey Health Institute survey found that 31% of Gen Z and 33% of Millennials report negative mental health effects from social media, citing issues like anxiety and comparison culture. Gen Z, in particular, is vocal about setting boundaries. The Q1 2024 Sprout Pulse Survey revealed that 63% of Gen Z planned to take a social media detox in 2024, the highest of any generation.
— 40% of Gen Z, Harris Poll, 2024
Social media isn’t just for scrolling; it’s a complete marketplace. Gen Z leads the charge in social commerce, with 48% planning to make more purchases directly through platforms in 2025, per the Q4 2024 Sprout Pulse Survey. They’re impulse buyers, with over half making spontaneous purchases after seeing a post. TikTok and Instagram are their go-to platforms for product discovery, with 74% using TikTok as a search tool.
The millennials are also involved in social commerce, but they are more cautious. They have a 70 percent opportunity to associate with companies on Facebook and 64 percent on Instagram, and they can check on their brand before they make a purchase. This presents them as the best targets for retargeting campaigns and working with influencers.
So, how do you reach these digital tribes? For Gen Z, it’s about immediacy and authenticity. Create bite-sized, interactive content, think TikTok challenges or AR filters, that invites participation. For Millennials, focus on connection and value. Use Facebook and Instagram for storytelling, reviews, and loyalty-driven campaigns. Both generations value originality, but Gen Z demands engagement, while Millennials seek trust.
In 2025, social media is a battleground of ideas, trends, and transactions. Gen Z is rewriting the rules with their love for short-form video, immersive tech, and unfiltered authenticity.
The millennials are instead forming societies, chasing valuable experiences and online branding themselves. These two are defining the future of digital marketing, and any brand that knows the difference will succeed.
Whether it’s a TikTok trend for Gen Z or a storytelling campaign for Millennials, we’ve got the expertise to make your brand stand out. Visit fabercre8tive.ca, and let’s create something cre8tive together.
