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1、IZEA INSIGHTS SPECIAL REPORTJULY 2023First Look:The Impact of Threads IZEA Worldwide,Inc.2023 All Rights ReservedBACKGROUNDGOALSWe surveyed over 1,200 U.S.social media users to help understand the adoption,usage,and awareness of Threads,Metas newly launched text-based Twitter rival,during the platfo
2、rms first 10 days.Provide insights for our customers to help them understand the potential benefits,applications,and challenges of incorporating Twitter and Threads in their ongoing marketing campaigns.Inform,educate,and assist content creators as they consider expanding their reach to this new soci
3、al media platform.Provide valuable insights to our solutions partners to help them navigate the evolving Creator Economy effectively.SAMPLE POPULATIONU.S.SOCIAL MEDIA USERS1,230 RespondentsAll respondents were required to have an internet connection in order to participate in the survey.United State
4、sGEOGRAPHYDATA GATHERED7/15/237/16/23TOAll respondents were required to have an internet connection in order to participate in the survey.United StatesGEOGRAPHYDATA GATHERED0%5%10%15%20%25%30%35%40%18-2930-.5%30.0%24.5%21.0%SEX0%10%20%30%40%50%60%MaleFemale54.1%45.9%AGETHREADS LAUNCHGen X
5、 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
6、the first 10 days.WHO IS ON THREADS:FIRST 10 DAYSThreads launched on July 5,2023,and had as many as 100 million sign-ups within the first week.Our survey,conducted July 15 and 16,looked to see who downloaded the app,how often they are using it,and what drove them to join.36%OF RESPONDENTS AGES 45-60
7、Created an account on Threads during the first 10 days.Q:Did you create an account on Threads,the new social media app that launched last week?0%10%20%30%40%All18-2930-4445-6060+9.0%36.0%27.3%32.8%27.0%A:“Yes”By Age GroupTHREADS GROWTH BY SEXQ:Did you create an account on Threads?0%100%33.2%YES.I CR
8、EATED A THREADS ACCOUNT.40.4%NO,BUT IM AWARE OF THREADS.26.4%NO.IM UNAWARE OF THREADS.Males0%100%FemalesMen are 1.5 times more likely to say they have signed up for Threads than women.21.9%YES.I CREATED A THREADS ACCOUNT.36.3%NO,BUT IM AWARE OF THREADS.41.8%NO.IM UNAWARE OF THREADS.THREADS GROWTH&IN
9、FLUENCERSQ:Did you create an account on Threads?0%100%60.9%YES.I CREATED A THREADS ACCOUNT.22.5%NO,BUT IM AWARE OF THREADS.16.6%NO.IM UNAWARE OF THREADS.Influencers0%100%Non-influencersThe 29%of respondents who consider themselves social media influencers are 4.6 times more likely to have created a
10、Threads account than regular social media users.13.2%YES.I CREATED A THREADS ACCOUNT.44.6%NO,BUT IM AWARE OF THREADS.42.2%NO.IM UNAWARE OF THREADS.THREADS USAGE67%of continuing Threads users say they have been using the app more frequently than when they initially signed up.71%of Threads users expec
11、t 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.HOW ARE PEOPLE USING THREADS?Although reports claim that Threads usage has been down since the first week,and our findings around deactivations
12、 and deletions confirm this,we turn to the 21%of social media users still actively using Threads to understand their ongoing use of Threads.CONTINUING USAGE OF THREADSQ:How active have you been on Threads compared to your first days using the app?0%5%10%15%20%25%30%35%40%45%50%I use Threads signific
13、antly moreI use Threads slightly moreUsage has remained the sameI use Threads slightly lessI use Threads significantly less5.2%5.9%22.2%22.6%44.1%All Social Media Users66.7%of current Threads users say they use the app more than when they first signed up.Filter:Threads UsersCONTINUING USAGE OF THREA
14、DSQ:How frequently do you anticipate looking at your Threads feed?0%5%10%15%20%25%30%35%40%45%50%Multiple times a dayOnce a dayA few times a weekOccasionallyRarely or never3.6%7.5%17.5%27.0%44.4%All Social Media Users71%of Threads users anticipate checking their feed at least daily.Filter:Threads Us
15、ersCONTINUING USAGE OF THREADSQ:How often do you(or plan to)post on Threads?0%5%10%15%20%25%30%35%40%45%Multiple times a dayOnce a dayA few times a weekOccasionallyRarely or never9%10%15%24%42%All Social Media Users66%of Threads users anticipate posting content at least daily.Filter:Threads UsersTOP
16、 REASONS FOR JOINING THREADSQ:What are your main reasons for creating a Threads account?0%5%10%15%20%25%30%35%40%45%Curious to try new appEntertainmentWanted a Twitter alternativeTrack news&eventsFollow friends&familyShare personal thoughtsFollow celebrities&influencers29.8%30.2%31.8%31.8%32.1%32.5%
17、38.1%All Social Media UsersCuriosity is the most selected reason for wanting to create a Threads account.Filter:Threads UsersTHREADS&INFLUENCE90%of active Threads users think the app will be a good place for both brands and influencers.84%of social media influencers are open to monetizing their Thre
18、ads posts.54%of social media influencers have already posted sponsored content on Threads.TAKING A LOOK AT BRANDS&INFLUENCERSOur ongoing research finds that social media influencers are the early adopters and trendsetters of new tech and commerce.With nearly 61%of influencers creating a Threads acco
19、unt,this holds true.But how critical of a role will influencers play in shaping the new platform?People with active Threads accounts are 1.6 times more likely to say Threads is good for brands and influencers.THREADS FOR INFLUENCERS&BRANDSQ:Do you think Threads will be a good place for influencers a
20、nd brands?0%10%20%30%40%50%60%70%80%90%100%Yes-Threads will be a good place for influencersYes-Threads will be a good place for brands54.8%55.2%90.1%89.7%Has an active Threads accountDoes not have an active Threads accountFilter:People aware of Threads54%OF SOCIAL MEDIA INFLUENCERSHave already poste
21、d a sponsored post on Threads.Q:Do you plan to get compensated by brands for posts you make on Threads?0%10%20%30%40%50%60%Yes,and I already have.Yes.I plan to.No.16.5%29.6%53.9%Filter:Social Media InfluencersTHREADS IMPACT50%of Threads users say that the apps ownership by Meta positively impacts th
22、em to use the app more.28%of all social media users aware of Threads say that Metas 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.MEASURING THE IMPACT OF THREADSThe
23、 launch of Threads drew a digital line in the sand,giving users seeking an alternative to Twitter a new place to turn to.When pitting these rivals against each other,its important to look at what drives people toward(and away)from each platform.METAS IMPACT ON THREADS USAGEQ:What impact does the own
24、ership of Threads by Meta have on your usage of Threads?0%10%20%30%40%50%60%It makes me want to use Threads moreIt makes me want to use Threads lessNo impact9.5%36.1%11.8%33.3%16.7%50.0%Has an active Threads accountDoes not have an active Threads accountFilter:People aware of Threads4.2XTOP CONCERNS
25、 ABOUT USING THREADSQ:What concerns(if any)do you have about using Threads?0%5%10%15%20%25%30%Concerns about Metas ownershipConcerns about privacy&data securityNot interested in the contentConcerns about freedom of speechConcerns about lack of moderationNo concerns about using Threads23.1%16.0%18.4%
26、21.5%25.7%28.5%All Social Media UsersFilter:People aware of ThreadsTHREADS VS.TWITTERQ:Between Twitter and Threads,which platform are you most interested in using in the future?0%10%20%30%40%50%60%I am most interested in using TwitterI am most interested in using ThreadsI am equally interested in us
27、ing both I am not interested in using either12.2%14.6%46.3%26.8%2.8%22.8%25.5%49.0%2.8%25.5%39.6%32.1%5.4%31.5%38.0%25.0%18-2930-4445-6060Filter:People that have accounts on Twitter and ThreadsTwitter and Threads users between 45 and 60 are the only group more likely to say they prefer Twitter over
28、Threads.LEAVING THREADSNearly 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 h
29、arassment from other users.WHO LEFT THREADS IN WEEK ONEAlthough millions of social media users flocked to Threads,not all were eager to continue using the new app.We found that 24%of new Threads users indicated that they had already deactivated or deleted their accounts by the end of the first week.
30、Nearly half of the 18-to 29-year-olds that created Threads accounts have deleted or deactivated their accounts.THREADS ACCOUNT STATUS BY AGE0%20%40%60%80%100%Account is still activeAccount is deactivated or deleted20%80%11.9%88.1%18.1%81.9%48.3%51.7%23.6%76.4%All Social Media Users18-2930-4445-60 60
31、Filter:People who created Threads accountsFilter:People who created Threads accounts0%10%20%30%40%50%60%70%80%90%Account is still activeAccount is deactivated or deleted26.0%74.0%22.2%77.8%MaleFemaleTHREADS ACCOUNT STATUS BY SEXTOP CONCERNS FOR THOSE WHO LEFT THREADSQ:What concerns do you have about
32、 using Threads?0%5%10%15%20%25%30%Received unwanted attention or harassmentConcerns about distractions or addictionConcerns about Metas ownershipConcerns about privacy&data securityConcerns about lack of moderation20.0%22.5%23.8%23.8%27.5%All Social Media UsersFilter:People who have deactivated or deleted accountTHANK YOUWe Are Influencer Marketing.|IZEA.COM