After yesterday’s focus on why Gen Z use social media, today we continue our series on generations to look at Millennials and their willingness to share branded content on social.

Our chart highlights the opportunity for brands to naturally expand their reach across social platforms with little effort. Millennials are 16% more likely than average to share branded content on social media, and 1 in 8 are doing so every month.

A willingness to share branded content is something that varies across the world regions. Millennials in APAC are twice as likely as those in Europe to be doing so, for example, and this region has the highest ratio of sharers to followers (37%). But across the world, at least a fifth of brand followers are choosing to share branded posts.

For brands it’s about creating stories and moments that Millennials want to engage with, rather than pushing products – whether that’s allowing people to express what they care about or connecting them to a specific event like a news story.

For more insights on how Millennials engage with brands, download our free infographic here.

Millennials are defined as internet users aged 21-34.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

Never miss a post

By subscribing you confirm you’re happy for us to send you our latest articles.

You’ve read our blog, now see our platform

Every business has questions about its audiences, GWI has answers. Powered by consistent, global research, our platform is an on-demand window into their world.