How Gen Z and Millennials Use Social Media in 2026
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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 2026, 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 2026 and what it means for your brand.
The Digital Divide: Who Are These Generations?
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: The Trendsetters of the Scroll
Gen Z is a generation that is going with the times. They spend more than four hours a day on social media already in 2026, 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.
“Gen Z is most likely to use social media daily and be influenced by it in their everyday lives, such as what music they listen to or TV shows they watch.”
— CivicScience, 2023
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.
At Faber Cre8tive, we’ve seen brands win big by leaning into Gen Z’s love for interactivity. AR filters on Instagram and Snapchat, for example, are a hit, with 47% of Gen Z engaging with immersive technologies. Brands that create choose-your-own-adventure-style content or gamified experiences, like a virtual try-on for a clothing line, tap into Gen Z’s desire for control and personalization.
Millennials: The Curators of Connection
Millennials, however, look into social media in a different light. They are the generation of connection that uses platforms in order to keep the relationship, follow brands, and be informed. Based on the Sprout Social research, 7 in 10 Millennials are followers of influencers, and one in three admits that they trust these personalities with purchases. Their use of social media lasts approximately 2.5 hours a day, not as much as Gen Z, but high.
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 the most likely generation to buy after seeing an ad, watching a product video, or reading a social media review.”
— Sprout Social, 2025
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.
At Faber Cre8tive, we help brands craft campaigns that speak to this need for authenticity and value, like storytelling-driven Instagram posts or loyalty programs promoted on Facebook.
The Mental Health Conversation: A Shared Concern
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.
“I wish social media had never been invented.”
— 40% of Gen Z, Harris Poll, 2024
This sentiment has led to policy discussions. In the U.S., laws like the Kids Online Safety Act (KOSA), passed in 2024, aim to protect young users by requiring platforms to offer “child-safe” account options. The Harris Poll found that 69% of Gen Z support such regulations. Millennials, while less likely to advocate for outright bans, also back measures to curb addictive features, with 60% supporting restrictions on smartphone access for kids.
The Commerce Connection: Buying in the Feed
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.
At Faber Cre8tive, we’ve seen success with campaigns that blend storytelling with shoppable posts, like Instagram Reels showcasing a product’s journey from concept to shelf.
What This Means for Brands in 2026
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.
“The originality of a brand’s content is the #2 factor Gen Z says makes their favourite brands stand out on social.”
— Sprout Social, 2025
At Faber Cre8tive, we’ve helped brands like yours navigate these differences. Our campaigns for Gen Z might include a TikTok hashtag challenge that goes viral, while for Millennials, we craft Instagram carousels that tell a brand’s story. Check out our work at fabercre8tive.ca to see how we blend creativity with data-driven insights.
The Future Is Now
In 2026, 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.
Ready to connect with these audiences? At Faber Cre8tive, we’re here to help you craft campaigns that resonate, engage, and convert.
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.
References
- Pew Research Center. (2020). On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far.
- Content Science Review. (2025). Millennial Content Consumption Fact Sheet.
- CivicScience. (2023). 3 Key Social Media Trends Among Gen Z and Millennials.
- Attest. (2025). Gen Z Media Consumption 2025: Social Media & What’s Next.
- Sprout Social. (2025). How Gen Z Uses Social Media and What That Means for Brands.
- MSS Media. (2025). How Gen Z and Millennials Use Social Media Differently.
- The Harris Poll. (2024). What Gen Z Thinks About Its Social Media and Smartphone Usage.
- McKinsey Health Institute. (2023). Social Media and Mental Health: The Impact on Gen Z.
- United States Congress. (2024). Kids Online Safety Act (KOSA).
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