IZEA Research Finds 54% of Influencers on Threads Have Already Posted Sponsored Content
IZEA Worldwide, Inc., a leading provider of influencer marketing technology, data and services to the world’s largest brands and agencies, has released its latest research report, First Look: The impact of the topic, today.
The report is based on a survey of more than 1,200 US social media users aged 18-60+. It aims to find out the adoption, usage and awareness status of Thread, Meta’s new Twitter text rival, during the first 10 days of the platform.
The topics were launched on July 5, 2023, and according to IZEA research, 27% of all surveyed social media users created an account in the first 10 days, and 60.9% of those identified as influencers 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,”
“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.”
Ted Murphy, IZEA Founder and CEO.
According to IZEA research, 38. 1% of respondents said curiosity was the main reason they wanted to create a Threads account, compared to 32.1% of respondents looking for an alternative to Twitter. The Threads launched with features similar to Twitter and was quickly seen as a competitor, garnering more than 100 million signups, according to Meta CEO Mark Zuckerberg. Our survey shows that 90% of active Themes users believe this 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,”
“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.”
Ted Murphy, IZEA Founder and CEO.
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.
