Threads Missed The Mark With Gen Z

Threads missed the mark with Gen Z – here’s why. © NinetyEight LLC. Proprietary and Confidential

Behold insights from The Koi Pond: NinetyEight’s diverse community of Gen Zs, sharing their raw opinions on all things brands & marketing.

In the ever-evolving world of social media, Threads and “X” (cue eye roll) recently took the spotlight. We conducted a survey with the Koi Pond* to answer what everybody wants to know: is Gen Z sticking to their guns with Twitter or are they jumping ship to Threads?

*The Koi Pond is a growing Gen Z community with over 500 members, with 63.42% aged 20-24 and 73% from the U.S

Q: Has Elon Musk's takeover of Twitter affected how much you use the app?

Pre- X Times Twitter has long been a digital sanctuary for Gen Z, with a remarkable 83.3% of our survey respondents saying they have active Twitter accounts.

I've never used it 10%

Q: How long have you used Twitter? <1 year No, I’m different 36.7%

1-3 years

Yes, I use it less 53.3%

4-6 years

7-9 years

X enters the chat

10+ years 0%

10%

20%

30%

40%

Elon Musk's takeover has managed to create a crack in Gen Z's loyalty and Twitter usage.

Sorry Elon, X just isn’t the vibe

83.3%

Q: How do you feel about the rebranding of Twitter to X?*

say they are less likely to use the app after the changes Elon has made

Disappointed- I preferred it as Twitter

Indifferent- It doesn't really affect me

Unsure- I haven't formed an opinion yet

0%

25%

50%

75%

100%

*note there was an “Excited- I like the new direction” option but no one chose it © NinetyEight LLC. Proprietary and Confidential

This created the perfect opportunity for a new app to come in and steal all of Twitter's nowmiserable followers reminiscing on the old Twitter days... right?

Yes... but they fumbled ✨

✨

Threads appeared to have a golden opportunity . But Meta being Meta… they totally tanked it. Though Threads strategically entered the scene just as X was restricting daily free tweets, they failed to win over Gen Z users. Surprise surprise, a key factor in this struggle was Threads' approach to privacy, or rather, the lack of it.

10%

20%

33.3%

66.7%

have not heard of Threads

open Threads occasionally

have tried Threads

tried Threads and never used it again

TL;DR: Threads is taking a major L with Gen Z. So, why did Threads miss the mark with Gen Z despite X pretty much handing them an opportunity on a silver platter? It’s simple: privacy. Threads failed to grasp one of Twitter's unique features that sets it apart from other social media platforms preferred by Gen Z. Unlike Instagram, where we post curated images of a picture-perfect life, Twitter was where Gen Z could just chill. Twitter was the place wherein Z could truly not GAF (give a f**k).

“I don’t know that Twitter can be recreated with the anonymous feeling when it is connected to Facebook and Instagram”

Q: Do you think Threads will successfully take X's audience?

YES 36.7%

NO 63.3%

“The IG target is way different than the twitter target”

“Threads is connected to Instagram, which I use for casual posting & photo dumps. Twitter, on the other hand, I use for talking about k-pop and I don't think the audiences for either platforms align. I wouldn't need my IG followers seeing me talk about Jungkook from BTS”

Someone (ahem Meta) Didn’t Do Their Research Meta's attempt to make follower migration seamless was actually what made them flop with Gen Z. Automatically linking Instagram accounts with Threads blurred the lines between two platforms that are used for very different purposes. Like would you invite your work friends to hangout with your out-ofpocket childhood friends? Probablyyyy not.

Having my IG followers find me on Twitter is a straight-up nightmare

Had Threads attempted to be a platform that was clearly distinct from Twitter, this might have been a different story. But they neither understood what attracted Gen Z to Twitter nor provided any additional value to the social media space, that all they got was a one-day hype that has since all been forgotten. © NinetyEight LLC. Proprietary and Confidential

Lessons Learned Do. Your. Research.

Gen Z Plays Hard To Get

The Digital World

The misalignment between Threads and Gen Z could’ve easily been avoided had Meta conducted meticulous research with Gen Z users themselves to uncover their unique preferences, behaviors, and needs from a new social media platform. OR hired an agency that specilizes in Gen Z to do that for them (duh).

With Gen Z, it’s key to recognize that a one-size-fits-all approach rarely succeeds. The best way to know Gen Z is to speak directly to them. You will not find the answers to Gen Z in a text book. Threads' misstep with privacy showed their lack of understanding of Gen Z’s social media usage.

Success in the digital world hinges on more than just innovation; it depends on the ability to empathize, adapt, and tailor experiences to the specific needs of the users. Consumers have endless choices so a high level of understanding can be the difference between thriving and falling short from success.

Do better than Threads, get in touch with Gen Z. info@ninetyeightla.com

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