While confusion among generations is as old as the hills, sometimes data can help us see more clearly over the age divide.

A new white paper aims to shed a bit more light into how Millennials are using social. Here are the highlights.

Cast a wide net

The white paper from social media app Butter found that the top reason under 30s use social media is to make friends outside of their existing circles, rather than connect with existing friends.

Over a fifth of respondents are looking for these new connections, followed by the slightly less lofty reason of “Something to do when I’m bored” (21%) and “Feeling good when my posts get viewed/liked” (16%).

The lesson for brands – produce content and posts that get your fans talking.

Boredom beater

Interesting, Butter found than only 8% of respondents are interested in sharing their opinion on social media. It seems Millennials want to be entertained instead.

Facebook friendly

In contrast to some recent reports, Butter found that Millennials still view Facebook and Instagram as the most innovative platforms. Next in line comes Snapchat and YouTube.

It’s worth noting that respondents said they used the major platforms fairly evenly, with YouTube slightly ahead.

What’s a marketer to make of this? Keep it entertaining, and cast a wide net with targeting Millennials.

To find out more visit hluthresearch.com.

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