STUDY: What Do Millennials Like On Facebook?

One of the most important groups on Facebook — in terms of marketing — is millennials. These young adults are the most active on Facebook and the people whom advertisers are trying to figure out. Compass Labs, a Facebook Preferred Marketing Developer in ads and insights, recently answered the question, “What do millennials like?”

Compass Labs Vice President of Marketing Molly Gallatin spoke with AllFacebook regarding why getting to know this age bracket is so key to Facebook marketers:

That helps me understand how to market to this audience. What topics should we be posting on Facebook, or how should we be talking to them on Facebook, to make sure that the message resonates … That age group is the predominant group right now on Facebook. And they’re also the ones that marketers, depending on the product, are trying to market to. A lot of big consumer brands, and retail and fast food and sodas, are really trying to go after that 18-to-34 demographic because they’re the ones who are actually spending a lot of the dollars.

When Compass Labs studied Facebook users in the 18-to-34 bracket, here’s what it found:

Favorite activities:

  • Camping
  • Sleeping
  • Cooking
  • Hiking
  • Partying
  • Traveling
  • Playing video games
  • Working out
  • Singing
  • Hanging out with friends
  • Running
  • Cuddling
  • Dancing
  • Eating
  • Drinking

Favorite brands:

  • Taco Bell
  • Walmart
  • Red Bull
  • Dunkin’ Donuts
  • Jeep
  • Best Buy
  • Monster Energy
  • Xfinity
  • Pizza Hut
  • Craftsman
  • Toys “R” Us
  • Nintendo
  • Jack Daniel’s
  • Betty Crocker
  • Target


  • The Hangover
  • Step Brothers
  • Toy Story
  • Fight Club
  • Superbad
  • Love and Basketball
  • Boondock Saints
  • Harry Potter
  • 300
  • Dirty Dancing
  • Pineapple Express
  • Fast & Furious
  • Jackass
  • The Blind Side
  • Paranormal Activity
  • Finding Nemo
  • Batman: The Dark Knight
  • Scarface
  • Inception
  • Friday

Music artists: 

  • Lil Wayne
  • Eminem
  • Drake
  • Bob Marley
  • Lady Gaga
  • Linkin Park
  • Michael Jackson
  • Jason Aldean
  • Wiz Khalifa
  • Metallica
  • T.I.
  • Taylor Swift
  • Trey Songz
  • The Beatles
  • Gucci Mane
  • Rihanna
  • Nickelback
  • Katy Perry
  • Johnny Cash
  • Pink Floyd

TV shows:

  • “Family Guy”
  • “South Park”
  • “House”
  • “The Simpsons”
  • “Jersey Shore”
  • “Two and a Half Men”
  • The Office
  • “Futurama”
  • “Tosh.0″
  • “NCIS”
  • “SpongeBob SquarePants”
  • “The Big Bang Theory”
  • “Grey’s Anatomy”
  • “How I Met Your Mother”
  • “Dexter”
  • “True Blood”
  • “The Game”
  • “Scrubs”
  • “Criminal Minds”
  • “The Boondocks”


  • Basketball
  • Football
  • Baseball
  • Soccer
  • Softball
  • Volleyball
  • Golf
  • Tennis
  • Track and Field
  • Boxing

Favorite teams:

  • Los Angeles Lakers
  • Dallas Cowboys
  • Boston Celtics
  • Chicago Bulls
  • Miami Heat
  • New York Yankees
  • Pittsburgh Steelers
  • New England Patriots
  • Green Bay Packers
  • Boston Red Sox


  • Michael Jordan
  • Kobe Bryant
  • LeBron James
  • Rob Dyrdek
  • Derrick Rose
  • John Cena
  • Dwyane Wade
  • Georges St-Pierre
  • Usain Bolt
  • Kevin Durant

Compass Labs also put together scatter charts, breaking down interests based on gender and age.

Readers: Does anything about this data surprise you?

Image courtesy of Serrnovik |

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