IZEA Worldwide, Inc. (NASDAQ: IZEA), the premier provider of influencer marketing technology, data, and services for the world’s leading brands and agencies, released its latest research report, First Look: The Impact of Threads, today. The report is based on a survey of more than 1,200 U.S. social media users ages 18-60-plus. It aims to understand the state of adoption, usage, and awareness of Threads, Meta’s newly launched text-based Twitter rival, during the platform’s first 10 days.
Threads launched on July 5, 2023, and according to IZEA research, 27% of all social media users surveyed created an account during the first 10 days and 60.9% of those identifying as influencers have already joined the platform.
“Over the years, we’ve seen influencers be the first to try new apps, and that’s certainly been true with Threads,” said Ted Murphy, IZEA Founder and CEO. “As trendsetters, creators eagerly seized the opportunity to test the new app’s potential for engaging with their followers and making money from their influence, with 54% of influencers already posting sponsored content on Threads.”
According to IZEA research, 38.1% of respondents said curiosity is the main reason they wanted to create a Threads account, compared with 32.1% of respondents seeking a Twitter alternative.
Threads launched with similar features to Twitter and was quickly labeled a rival, gathering more than 100 million sign-ups, according to Meta CEO Mark Zuckerberg. Our survey found that 90% of active Threads users think the app will be a good place for brands and influencers.
“In less than one week, Threads had 100 million sign-ups, which is quite impressive,” continued Murphy. “The challenge for Threads will be maintaining engagement and interest in the platform. Initial excitement shows there is demand for a fresh platform, which could be an opportunity for brands and influencers. However, nearly half of the new users ages 18-29 indicated they have already deactivated or deleted their accounts.”
Threads Launch:
- Gen X was most likely to join Threads, with 36% of those ages 45-60 creating an account, compared to only 9% of those over 60.
- More males than females signed up, with 33.2% of males joining compared to 21.9% of females.
- Social media influencers continued their roles as trendsetters, with 60.9% creating accounts in the first 10 days.
Threads Usage:
- 67% of continuing Threads users say they have used the app more frequently than when they initially signed up.
- 71% of Threads users expect to check their feed at least once per day.
- Curiosity is the most selected reason for creating a Threads account, while wanting a Twitter alternative is No. 3.
Threads and Influence:
- 90% of active Threads users think the app will be a good place for brands and influencers.
- 83.5% of social media influencers are open to monetizing their Threads posts.
- 54% of social media influencers have already posted sponsored content on Threads.
Threads Impact:
- 50% of Threads users say that the app’s ownership by Meta positively impacts them to use it more.
- 28% of all social media users aware of Threads say that Meta’s ownership of Threads is a top concern.
- When surveying people with Twitter and Threads accounts, those ages 45 to 60 are the only group most likely to prefer using Twitter over Threads.
Leaving Threads:
- Nearly half of 18- to 29-year-olds who joined Threads have already deactivated or deleted their accounts.
- Females are more likely to have shut down their accounts than males.
- 28% of users that have deactivated or deleted their account say that they received unwanted attention or harassment from other users.
The report is available to download for free at First Look: The Impact of Threads. If you are interested in partnering with a brand or influencer, visit izea.com.
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