Social Media in 2025: It’s Not About Platforms, It’s About People
Every few years, a new platform promises to change everything. But the biggest shift in social media is not technological. It is human.
At Krantz Strategies, we look beyond algorithms and audiences to understand what really drives engagement: people, not platforms. The way people connect, learn, and trust brands is changing, and those who recognize that shift will lead the next wave of meaningful communication.
The Generational Snapshot
Millennials and Gen Z grew up on different sides of the digital divide. Millennials were digital pioneers, adapting to social media as it evolved. Gen Z has never known a world without it.
Both generations value authenticity and connection, but they express it in distinct ways. Millennials seek depth, credibility, and consistency. They are drawn to thought leadership, podcasts, and storytelling that aligns with their values. Gen Z, on the other hand, thrives on speed, creativity, and participation. They want brands to show up with humor, humanity, and heart, and they want to be part of the story, not just the audience.
Here is how that plays out:
| Behavior | Millennials | Gen Z |
|---|---|---|
| Content Style | Long-form videos, articles, podcasts |
Short-form video, fast, visual, interactive |
| Trust and Influence | Experts, values, proven credibility | Peers, micro-influencers, authenticity |
| Engagement | Comments, shares, community threads | Trends, duets, humor, visual, storytelling |
Different styles, same desire: to feel connected to something real.
What it means for Brands
The gap between generations is not about preference. It is about pace and purpose.
Millennials want the “why.” Gen Z wants the “wow.” Both want truth.
The opportunity for brands and organizations is to blend these instincts. Move fast without losing substance. Stay visible without losing credibility. Long-form builds trust. Short-form builds energy. The strongest strategies know how to do both.
The future belongs to organizations that can be quick and thoughtful, fast enough to join the conversation, grounded enough to add value.
The Krantz Perspective
At Krantz Strategies, we start with data but listen like humans. We look at trends, yes, but more importantly, we look for meaning. Every message is informed by insight and shaped by empathy.
Our work with organizations across sectors has shown that the most successful strategies share a few common threads:
Tailor content to how people connect, not just where.
Build credibility through community, not just reach.
Stay nimble. Trends change. Trust endures.
That is what drives our work: creating communication that connects people and moves good ideas forward.
The Bottom Line
Social media will keep changing. Audiences will keep evolving. But the need for real connection never goes away.
Understanding people is the strategy. Everything else is just the channel.
Let’s build communication that connects people, not just posts.