Millennials love visual social platforms, but marketers need to understand how they’re using these channels. We surveyed over 250 Millennials ages 18-29, with an even split between males and females, to find out how they use Instagram, Snapchat and Pinterest. Marketers, below are insights into the mind of the Millennial.
Millennials Love Visual Social Platforms For The Community,
Not For Purchases
never
bought
anything
ON
Millennials love social media to browse and interact, but not as a vehicle for purchasing
In order for brands to benefit from the massive opportunity that visual social platforms offer, they have to recognize the ways that users prefer to engage on the platform. They need to add to the organic community and keep the “social” in social media.
OTHER
Would watch if it was something they were interested in
SKIP ADS
The opportunity that visual social platforms offer brands is brand awareness, not direct sales lift. It’s actually pretty likely that your ads are not getting through to consumers, which you probably already knew.
Few Are Watching and No One’s Buying
13%
27%
60%
91%
94%
99%
Don't Follow
Follow
Great Content = Millennial Love
80%
20%
60%
40%
Celebrities Are Not Salespeople
While Millennials love the content that brands and celebrities produce on social, Millennials aren’t there to buy things. They want to experience cool images and videos, but they aren’t making purchases on social.
9
Browse instead of post
Communicate with friends
Browse and post equally
Don’t even use Pinterest
Post their own images
Browse their friends
7%
13%
50%
73%
27%
48%
Voyeurism FTW
For Millennials, images build a sense of community. When they can see what others are doing, it keeps them connected to their friends and acts as an ongoing conversation - even if they don’t share as often as you might think.
KEEP IT ORIGINAL
Prefer reposted images
Other
Watch celebrities'
snaps
Watch stories
Communicate with friends
Prefer original content
3%
7%
37%
53%
7%
93%
Millennials prefer using image-based social platforms to browse their friends’ photos and share moments that they want others to see.
42%
38%
Bored
37%
Communicate with friends
20%
What Makes You Want To Use Instagram?
The Addiction Is Real
To say Millennials spend a lot of time on social media platforms is an underestimate. This presents a big opportunity for brands, but just how much are they opening up their apps and why are they so hooked?
