Are young people leaving X? Discover the truth behind the numbers and why TikTok and Instagram remain Gen Z's preferred platforms.
With the constant evolution of social networks, brands and content creators are battling for the attention of Generation Z. X (formerly Twitter) claims to be a must-have platform for this audience. But is that really the case? Recent data released by X shows a growth in its Gen Z audience. Yet other external studies suggest an opposite trend. So, Are young people leaving X or is it just an illusion? Let’s dive into the numbers to sort out the truth from the lies.
X, a booming platform for Gen Z?
According to X, the platform is experiencing a 8 % increase in Gen Z users year-over-year, with a growth of 12 % in the United States since 2022. Today, 31 % of X users belong to this generation, which represents a significant portion of its overall audience.
X is positioned as a privileged space of expression for trends and viral culture, a strong argument to attract young people. The company claims that Gen Z uses X to follow trends, interact with influencers and discover authentic, engaging content.
Moreover, X relies on video to capture the attention of young people. Video immersion is a strategic lever that seems to be working according to the platform, which claims that this format is experiencing significant growth among Gen Z users.
The Reality of Numbers: X vs. TikTok, Instagram, and Threads
While X displays positive statistics, other analyses nuance this idyllic picture. Independent studies, including that of Pew Research, reveal that X is losing ground among teenagers to TikTok and Instagram.
Here's a comparison between the platforms:
| Platform | Total number of active users (monthly) | Percentage of Gen Z users |
|---|---|---|
| TikTok | 1 billion | 60 % |
| 1.3 billion | 55 % | |
| X (Twitter) | 570 million | 31 % |
| Threads | 150 million | Unknown |
We immediately notice that TikTok and Instagram remain the preferred platforms for Generation Z, with a much larger audience and higher engagement.
The myth of the exclusive audience on X
X also highlights the fact that its audience is unique, with little overlap with other platforms. According to the company, only 19 % of X users also use Threadsand X offers 19 % incremental reach compared to TikTok.
However, this analysis is misleading. In fact, the A more relevant question would be: how many TikTok and Instagram users also use X? The figures show that Most young people spend more time on other platforms and X is rarely their main network.
Why does Gen Z prefer TikTok and Instagram over X?
It is important to understand the reasons behind this preference:
-
L'user experience and the format of the content
-
TikTok and Instagram focus on short, visual and immersive formats.
-
X remains text-centric, a format less appealing to Gen Z.
-
-
The algorithm and virality
-
TikTok and Instagram have powerful recommendation algorithms that help people discover new content.
-
X is often seen as a space for debate and current affairs, which may not correspond to the expectations of all young people.
-
-
The image of the platform
-
X has been marked by controversy in recent years, particularly under the leadership of Elon Musk.
-
Moderation and the presence of controversial content may put off some users.
-
Does X still have a chance to seduce Gen Z?
Despite these challenges, X has not yet said his last wordThe platform is trying to reinvent itself with several initiatives:
-
Improved video experience to rival TikTok and Reels.
-
Financial incentives for creators in order to attract more exclusive content.
-
Highlighting cultural trends and conversations that Gen Z is passionate about.
But will it be enough to reverse the trend? Time will tell, but for now, young people are gradually leaving X for more dynamic, interactive platforms.