Target Audience Insights and Trends on Threads

Threads' target audience is predominantly younger users, especially Gen Z (18-24) and Millennials (25-34), with a strong emphasis on digital fluency and engagement in text-visual content formats.

Key insights and trends include:

• Demographics:

  • Gen Z (18-24) makes up about 37% of Threads users, dominating the platform's user base.
  • Millennials (25-34) represent around 29% of users, making these two groups the core audience.
  • In Singapore specifically, awareness among 16-34-year-olds is relatively high (about 70%), but only about 25% have downloaded the app, indicating growth potential in this segment.

• User Engagement:

  • Among those who downloaded Threads in Singapore, 44% have actively posted content, showing a vibrant culture of user-generated threads.
  • The app fosters discussions and content creation, appealing to younger users who seek interactive social experiences.

• Platform Positioning and Preferences:

  • Despite Threads’ rapid adoption, Twitter remains the preferred platform for many users, with about half of surveyed users across the region favoring Twitter over Threads.
  • Threads has outpaced Twitter in user growth speed, reaching over 190 million users within a year, highlighting its rapid market penetration.

• Marketing and Brand Engagement Trends:

  • Brands are increasingly engaging in outbound comments on social platforms like Threads to reach new audiences, with strategic timing and comment length being critical for success.
  • The trend towards social listening and proactive engagement with creators is growing, suggesting that brands on Threads should focus on authentic community-building rather than just broadcasting messages.

In summary, Threads appeals mainly to younger, digitally savvy users who enjoy interactive and visual-text hybrid content. The platform shows strong potential for user-generated content and brand engagement, especially if brands adopt strategic, timely, and authentic interactions. However, there remains competition from established platforms like Twitter, and growth opportunities exist particularly among younger demographics who have yet to fully adopt Threads.