Painting Millennial Stories on Pinterest, Instagram and Snapchat

Millennials are painting their stories and establishing their identities with photos and videos on Pinterest, Instagram and Snapchat. This social trend continues to accelerate, especially for millennials.

Painting Millenial Indentities on Social Media

Painting Millennial Identities on Pinterest, Instagram and Snapchat

Age Distribution At The Top Social Networks

% Of Users In Each Age Group – US Data – Users 18 And Over – December 2014

Age Distrribution At The Top Social Networks

Source: Business Insider: THE SOCIAL DEMOGRAPHICS REPORT: A breakdown of who’s on each of the different social networks.

The above graphic from Business Insider provides a good snapshot of age demographics and distribution by popular social network. Over time, these age distributions will shift, as they have for social networks such as Facebook, Pinterest, Instagram and Snapchat.

Recency of this kind of data is important as a lot can change in six months to a year. One trend is the growing popularity of images in social media. This is visible in the adoption rates of Pinterest, Instagram, and Snapchat in particular.

Pinterest, Instagram and Snapchat – Millennial Adoption

Here is a more recent view of 12-24 year olds Internet usage. As you can see visually oriented social networks are leading growth rates and popularity among this age group.

Millennial Social Media Usage from Mary Meeker's Internet Trends 2015 presentation

Millennial Social Media Usage from Mary Meeker’s Internet Trends 2015 presentation

We can see that Pinterest, Instagram and Snapchat continue to rise in importance to the 12-24 year old group, particularly at the expense of Facebook.

Smartphone Cameras Paint Millennial Stories

Nearly half (44%) of the Millennials surveyed indicated that they used their smartphone camera at least once a day.

Millennial Smartphone Camera Usage from Mary Meeker's Internet Trends 2015 presentation

Millennial Smartphone Camera Usage from Mary Meeker’s Internet Trends 2015 presentation

For those 95% Millennials that use their smartphone camera at least once a month, 76% responded that they posted the resulting photos or videos on social media.

Painting Our Stories and Identities – What is Snapchat?

Smartphone cameras are changing the way that Millennials paint stories, establish identities and communicate.

Baby boomers typically took pictures to preserve significant memories. Millennials, on the other hand, are taking many more photos and video and communicating through those photos and video.

Snapchat CEO, Evan Spiegel provides non-millennials with perspective on why millennials are using photos and videos to tell their story on social networks, like Snapchat.

Reaching Millennials

Businesses and brands need to creatively connect with their targeted millennial audiences on the visual social networks that matter most, namely Pinterest, Instagram and Snapchat.

As these networks roll out advertising options, marketers interested in reaching millennials, through mobile and social, need to pay attention.

This means businesses who serve millennials need to be found in the place where millennials are painting their stories, establishing their identities while communicating with one another.

Businesses who can “paint” their story on same canvas  as millennials will be best-positioned to ensure their story becomes integrated into the stories of the target audience.


Rick Noel is an experienced digital marketer enabling businesses and organizations to grow through the Internet, while maximizing marketing ROI (Return On Investment). Rick is the CEO and Co-Founder of eBiz ROI, Inc., a full-service digital marketing agency located in Ballston Lake, NY.

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