Millennials are rethinking how they use social media, favouring meaningful connection over mindless scrolling. In this article, we explore how digital spaces are evolving to meet their desire for community, creativity and relevance. With a shift toward platforms that offer depth and shared values, brands have a real opportunity to connect more authentically.
Social media habits are evolving. For Millennials, now aged roughly 28 to 44, the shift is clear: it’s not just about broadcasting to the masses anymore, but belonging to the right spaces.
Once the digital pioneers of Facebook, Instagram, and Twitter, Millennials are now re-evaluating their online spaces in favour of more meaningful, interest-led, and community-driven platforms. As the landscape becomes increasingly saturated with content and noise, users are seeking depth, relevance, and connection.
TikTok continues to thrive with Millennial users, not just Gen Z. Its powerful algorithm delivers curated, interest-based content, allowing users to effortlessly engage with what matters most to them, from career advice and parenting tips to niche humour and social causes. This shift reflects a broader behavioural trend, where Millennials are increasingly drawn to platforms that align with their passions rather than just following trending content.
Users Worldwide: Over 1.2 billion monthly active users (MAUs)
Fun Fact: Did you know TikTok’s algorithm can learn your content preferences within just a few seconds of watching videos, making it one of the fastest to personalise your feed?
While TikTok delivers personalised content, Discord offers personalised communities.
Originally built for gamers, Discord has evolved into a space for a wide range of niche communities, from creative industries and startup founders to wellness groups and brand-specific fan communities. For Millennials, the platform’s private, interest-based design and emphasis on two-way conversations make it ideal for building real connections.
Unlike public-facing platforms, Discord servers provide more control over interactions, creating a sense of belonging and deeper engagement. Brands are catching on and investing in Discord as a platform to foster genuine relationships with their audiences.
Users Worldwide: Around 150 million monthly active users
Fun Fact: Did you know Discord started primarily as a gaming chat app but now hosts communities for everything from book clubs to music production?
Meta’s Threads has become a strong contender as a microblogging platform that focuses on real-time, conversational exchanges. As an alternative to Twitter, Threads is perfect for Millennials seeking a space to express opinions, share news, and interact with others in an informal yet engaging manner. The app encourages spontaneous interaction, making it ideal for Millennials who crave quick, relevant exchanges without the complexity of longer-form content.
Users Worldwide: Estimated 100 million+ users within months of launch (growing rapidly)
Fun Fact: Threads was designed to compete directly with Twitter but within just hours of launch, it amassed more users than Twitter’s entire first-year user base.
Reddit continues to be a favourite among Millennials for its niche communities and in-depth discussions. With thousands of specialised subreddits catering to virtually every topic, Reddit allows users to dive into topics of personal interest or expertise. The anonymity of Reddit provides a unique space for candid conversations, where users feel empowered to contribute to discussions without the social pressures often found on more mainstream platforms. Millennials value Reddit for its sense of community and the ability to find support or advice from like-minded individuals.
Users Worldwide: Over 450 million monthly active users
Fun Fact: Reddit’s mascot, Snoo, was named through a community contest, and the site allows subreddits to have their own custom Snoo designs to reflect their themes.
YouTube remains a dominant platform for Millennials who seek more than just short-form entertainment. As the preferred destination for tutorials, educational content, vlogs, and in-depth explorations, YouTube offers something for everyone. Millennials continue to turn to YouTube for learning new skills, staying updated on trends, and engaging with their favourite creators through longer videos. Whether it’s for career advice, personal development, or simply unwinding, YouTube provides a multifaceted platform that caters to both informational and entertainment needs.
Users Worldwide: Over 2.5 billion logged-in monthly users
Fun Fact: Did you know the first video ever uploaded to YouTube was titled “Me at the zoo” and it’s still available to watch?
LinkedIn has evolved beyond its roots as a job-search platform into a space for professional growth, thought leadership, and industry networking. Millennials use LinkedIn not only to explore career opportunities but also to engage with peers, build personal brands, and share insights. As a platform for professional development, LinkedIn offers a space for in-depth articles, discussions, and collaborations. Millennials appreciate its ability to blend personal interests with professional aspirations, providing a trusted environment for both career and community engagement.
Users Worldwide: Over 950 million members
Fun Fact: If LinkedIn was a country, it would be the 8th largest in the world based on its nearly 1 billion members.
With the rise of creator-driven content, Patreon has become a go-to platform for Millennials looking to support their favourite creators directly. Whether it’s for exclusive content, behind-the-scenes access, or membership perks, Patreon allows users to engage with creators in a more meaningful way. Millennials appreciate the platform’s focus on providing sustainable income for creators, enabling them to produce content that aligns with their passions. For many, Patreon is not just about access to exclusive content—it’s about being part of a community that supports creative work in a more authentic, direct way.
Users Worldwide: Over 250,000 creators and millions of patrons
Fun Fact: Patreon helped launch a wave of niche creators from tabletop gamers to DIY scientists who would’ve struggled to get noticed anywhere else.
Pinterest continues to be a hub for Millennials seeking inspiration in all areas of life. From home design and fashion to wellness tips and DIY projects, Pinterest offers an infinite array of ideas to fuel personal projects and creative expression. The platform is especially popular among Millennials looking to plan, create, or discover new trends. With its visually-driven interface, Pinterest serves as a digital vision board, allowing users to explore and organise content in a way that sparks their creativity and personal growth.
Users Worldwide: Around 450 million monthly active users
Fun Fact: Pinterest users are 47% more likely to be ‘future planners’, using the platform to visualise and organise ideas for things they plan to buy or do up to six months in advance.
After years of passive scrolling, Millennials are becoming more intentional in how they use digital spaces. They are prioritising:
Brands seeking to stay relevant with Millennial audiences should consider:
In summary, millennials are reshaping the digital landscape once again. Their social media preferences in 2025 show a move toward intentional, interest-driven, and community-first experiences. Platforms like TikTok, Discord, Threads, Reddit, YouTube, LinkedIn, Patreon, and Pinterest are not just channels for content; they are ecosystems for connection.
For brands, the opportunity is clear. When you create digital spaces that feel safe, valuable, and community-led, you do not just earn attention; you create lasting belonging.
We bring branded stories to life; in video, graphics, imagery and copy for advertising, social, digital and print.
Need a trusted strategic partner? We’d love to help you create belonging for your brand.
