Gen Z and Millennials remain the most influential consumer groups in 2025, and choosing the right social platforms can make or break your marketing strategy.

Traackr’s 2025 Influencer Marketing Impact Report, based on a survey of 1,000 Millennials and Gen Z consumers, reveals the best platforms, content types, and strategies to drive engagement and influence purchase behavior.

Here’s what you need to know about investing in the right platforms to capture these generations’ attention in 2025:

1. YouTube: The Undisputed Leader for Video Content

Why You Should Invest:
For the second consecutive year, YouTube ranks as the most used platform by both Gen Z and Millennials for consuming creator content and searching for product reviews.

• 86% of respondents use YouTube weekly.
• 34% rank it as their first choice for product information.

Best Strategies:

• Leverage short-form and long-form videos to cater to diverse engagement preferences.
• Collaborate with creators for authentic product reviews and tutorials.
• Utilize YouTube Shorts to tap into the growing demand for bite-sized content.

2. Instagram: Visual Storytelling and Shopping Integration

Why You Should Invest:
Instagram remains a favorite, with 69% of respondents using the platform weekly.

Its visually driven features, such as shoppable posts, AR try-ons, and curated Stories, make it a key player for brands looking to build lifestyle appeal.

Best Strategies:

• Use Reels and Stories for dynamic, engaging content.
• Implement AR filters to allow virtual product trials.
• Integrate shoppable posts to streamline the purchase process.

3. TikTok: Viral Potential for Gen Z Engagement

Why You Should Invest:
While TikTok saw a slight decline in its ranking, 57% of respondents still use it weekly, making it a prime platform for connecting with Gen Z.

Its algorithm favors creativity and virality, making it ideal for trend-driven campaigns.

Best Strategies:

• Embrace live shopping events to engage audiences in real time.
• Partner with influencers who resonate with Gen Z values and aesthetics.
• Develop content that aligns with trending sounds and challenges.

4. Snapchat: A Comeback for Gen Z

Why You Should Invest:
Snapchat overtook X (formerly Twitter) to claim a spot in the top five platforms used by younger audiences, with 44% of respondents engaging weekly.

Its ephemeral content and focus on real-time interactions resonate with Gen Z.

Best Strategies:

• Use Snap Ads to deliver immersive, full-screen video experiences.
• Create geofilters to target specific events or locations.
• Leverage AR features to gamify your marketing campaigns.

5. X (Formerly Twitter): Proceed with Caution

Why You Should Be Wary:
X has dropped out of the top five platforms for creator content consumption, reflecting ongoing platform turmoil and declining user trust.

Millennials are more likely than Gen Z to still engage with the platform, but its advertising potential is increasingly limited.

Best Strategies:

• Focus on real-time event promotions.
• Use it as a supplementary platform rather than a primary advertising channel.

6. Which Type of Content Format to Produce?

Photo content has dropped from second place to fourth in engagement preferences, reflecting the shift toward dynamic, interactive formats. However, photos still play an essential role on platforms like Instagram for visual storytelling.

Video content remains the most engaging format across platforms, with preferences varying by demographic:

• 45% of respondents prefer short videos (< 5 minutes).
• 21% favor long-form content (> 5 minutes), particularly Gen Z and male-identifying consumers.
• 11% engage with live streams, valuing real-time interaction.

Gen Z and male-identifying consumers gravitate toward long-form videos for deeper storytelling, while female-identifying consumers prefer short-form content for its immediacy and relevance.

RJ Larese,  VP of Talent and Influencer Marketing at Paramount, still advises making longer format videos. She explains that in a world dominated by bite-sized content, people are starting to crave more substance.

“With longer content, creators have the space to tell richer stories, dive deeper into their experiences, and build an emotional connection that just isn’t possible in 90 seconds. The deeper the bond and deeper the trust, the more likely people will watch a series, buy a product, or stick around for whatever comes next,” says RJ Larese, VP of Talent and Influencer Marketing at Paramount.

7. Sponsored Content and Creator-Owned Products

Sponsored content remains widely accepted, with 68% of respondents expressing neutral or positive feelings about brand partnerships.

• What’s more important to consumers is the creator’s expertise and brand affinity shown in content. 64% of respondents said a creator demonstrating knowledge about a product or service makes them trust a recommendation the most, followed by seeing them use it in their daily lives (58%).
• Brand deals may also remain the top method for monetizing content in the near future– only 14% of consumers said that they currently pay to subscribe to at least one creator’s exclusive content, such as on Substack, Patreon or a creator-owned network.
• Creators who earn the trust and loyalty of their communities can move beyond content and branch out to start their own companies. Up slightly from last year, 58% of consumers are at least somewhat likely to purchase a product from a brand that is owned by a creator they follow. 

Learn more why your brand should team up with influencers: Gen Z Trusts Influencers More Than Friends, Says GoDaddy

8. Transparency Matters: AI and Authenticity

As AI tools become prevalent in content creation, 75% of consumers say they want creators to disclose when AI is used.

Transparency in both AI usage and sponsored content will be critical to maintaining audience trust.

“Transparency is key in building and keeping trust with consumers. The worry around sponsored content has dwindled since implementing rules for advertising disclosure on brand partnerships. The same will be true for AI if brands and creators follow the same path, and communicate transparently with their audiences,” says Pierre-Loïc Assayag, CEO of Traackr.

Key Take Away

To attract and engage Gen Z and Millennials in 2025, brands must focus on platforms that prioritize video content, authenticity, and innovative engagement strategies.

• 86% percent of respondents use YouTube at least once a week to consume creator content, followed by Instagram (69%), Facebook (68%), TikTok (57%) and Snapchat (44%).
• TikTok dropped two spots from last year for consuming creator content, and X (formerly Twitter) fell from the top five completely, with Snapchat taking its place.
• When comparing generations, Gen Z was more likely to use TikTok to consume creator content and Millennials more likely to use Facebook and X.

By aligning your marketing strategy with these insights, you can build stronger connections with younger audiences and drive meaningful results in the year ahead.

Need more ideas on how to attract Gen Z and Millenial consumers? 

For more ideas and case studies on attracting Gen Z and Millenial consumers to your brand or shopping center, contact us for a custom report at office@retailsee.com.