Inside the Minds of Social Media Audiences

These days, people scroll more than they stroll. For brands in the home goods sector, that means your presence on social media isn’t optional. It’s where inspiration strikes, customers do their homework and loyalty begins.

But with platforms shifting faster than trends in throw pillows, how do you know where to focus your energy?

A survey of 4,004 respondents 16 years old and up offers insights into how people engage with social media, what kind of content sticks, and what formats drive trust and action. Paired with proven best practices, this information can help you show up smarter, not louder.

Not All Platforms Worth the Time
While 41 per cent of respondents follow brands or organizations on social media, that attention isn’t concentrated on a single app. Each platform plays a different role and success starts with meeting people where they already are.

Instagram is where generations converge. It’s still Gen Z’s favourite but strong among those aged 25 to 44, too.

YouTube stands out as the ultimate all-in-one. Respondents use it to watch tutorials (36 per cent), find product information (20 per cent) and check reviews (16 per cent).

TikTok has officially outgrown its Gen Z-only image. It’s used to learn new things by 37 per cent of respondents aged 45 years old and up, 30 per cent of those aged 25 to 44, and 23 per cent of people between 16 and 24 years old.

Text-based platforms like Reddit now reach 26 per cent of respondents — with a notable skew toward men — while Threads has grown to 14 per cent from 11 per cent in just one year.

The bottom line?

Choose platforms based on where your audience actually spends time. Don’t try to be everywhere. Be strategic, be specific and craft content that fits the tone, pace and personality of each platform. What works on Instagram won’t always fly on TikTok, and what pops on Threads might fall flat on Facebook. Know the vibe, then own it.

Emotions Drive Performance
When it comes to content, how you say something matters as much as what you say. Emotional impact equals better results.

Seventy-one per cent of respondents say they prefer brands that deliver funny, entertaining content. Among those aged 16 to 24, 62 per cent want ads that speak to their passions and interests.

That means people aren’t looking for sales pitches. They want to laugh, learn or feel seen. The most effective content doesn’t just sell — it resonates.

So, what works best?

A mix of polished brand visuals and lo-fi user-generated content (UGC) hits the sweet spot. A high-end kitchen reveal with top-line appliances might earn the save, but a casual behind-the-scenes cooking demonstration can spark comments, shares and brand love.

Video Still Reigns and Variety Wins
If not using video in your content mix, you’re missing out on visibility and performance. Algorithms love it, users expect it and the numbers back it up. Fifty-seven per cent of respondents prefer professional videos for their polish, clarity and credibility, while 43 per cent lean toward UGC for its authenticity and human touch.

Even Gen Z is split down the middle, showing a growing appetite for well-explained content that still feels real. And when it comes to length, 60 per cent prefer short-form video (15 seconds) for its simplicity and ease of digestion, while 40 per cent still appreciate long-form (60 seconds) for storytelling and emotional depth.

The takeaway?

Mix it up. Use polished clips to earn trust, UGC to spark connection and short bursts to stop the scroll. And remember, how you say it matters just as much as what you’re saying.

The Creator Isn’t the Strategy
Influencers and creators continue to be powerful partners, but only if they make sense for your audience. Forty-one per cent of respondents now follow creators on social media; however, what they want from those creators varies widely. Fifty-three per cent of younger respondents are especially drawn to creators who are funny and entertaining, while 41 per cent of those aged 45 and up prefer practical, useful content.

And here’s the twist: 73 per cent of respondents say they’d rather hear from employees than influencers when it comes to learning about a brand, especially in regions where trust and proximity matter more.

What does this mean?

Whether working with a trend-savvy content creator or an enthusiastic staff member, the key is alignment. The voice needs to reflect your values, your audience’s expectations and the tone of the platform.

Don’t be Afraid of Gen Z’s Standards
Gen Z isn’t just another age bracket — they’re setting the pace for the future of digital culture. They influence what’s funny, cool, cringe and what gets cancelled. Their standards are high, expectations are clear and impact extends well beyond their generation. They’re not here for gimmicks or generic messages. They want purpose-driven content, relatable creators and brands that don’t talk down but talk with them.

To connect with tomorrow’s customer (and today’s trend driver), pay attention to what Gen Z values. If you build trust and learn their language, they’ll not only engage — they’ll amplify.

Marianne Pépin is a senior content manager with Leger’s digital marketing agency, Leger DGTL. Leger is the largest Canadian-owned market research firm in the country, offering expert insights to help brands make informed decisions.