X presents itself as the place where Gen Z is active and where brands can reach young people. According to their own data, the number of Gen Z users has increased by 8% in the past year and by 12% in the US since 2022. But how reliable is this claim?
X emphasizes that 31% of its users belong to Gen Z and that the app has a unique influence on trends and culture. The rapid spread of memes and viral content would be evidence of this. Additionally, X's video feature is said to have a strong appeal to Gen Z, who are seeking authenticity and directness.
External data paints a different picture.
Although X speaks confidently about its appeal to young people, external research presents a different picture. Data from Pew Research indicates that X is actually losing ground among teenagers. Additionally, GlobalWebIndex (GWI), the source on which X relies, does not rank X among the top social platforms for Gen Z. Moreover, the way X presents its reach is questionable. X claims that there is only a 19% overlap with Threads users and offers an additional 19% reach compared to TikTok. This suggests that X provides a unique opportunity to reach Gen Z. In reality, X has 570 million monthly users, compared to 1 billion on TikTok and Instagram. This means that the user base of these platforms is twice as large, making X's claim less convincing.
What does this mean for companies?
For brands looking to reach Gen Z, X may offer a specific niche, but most young people are more active on other platforms. It is therefore important not to rely solely on X's own reports, but also to consider external sources in strategic decisions. TikTok and Instagram remain the dominant players when it comes to youth culture and reach.
Want to refine your marketing strategy for Gen Z? Look beyond just X and analyze where your target audience is truly active.