Executive Summary:
X is making a bold push to position itself as the go-to platform for Gen Z engagement, citing an 8% year-over-year increase in Gen Z users globally and a 12% increase in the U.S. since 2022. The platform claims that 31% of its users belong to Gen Z, making it a hub for viral trends, memes, and cultural conversations.
X highlights its #1 Gen Z Brand ranking in the Ad Age-Harris Poll, attributing its cultural relevance to major events like the 2024 U.S. election, the Paris Olympics, and viral pop culture moments. The platform also emphasizes video as a key engagement driver, with one in three immersive video users on X belonging to Gen Z.
To attract advertisers, X promotes its “Trend Genius” tool for real-time cultural insights and the new Video Tab feature, which facilitates an effortless video-first experience for both creators and brands. Additionally, X claims to provide “unique reach” compared to competitors, stating that 81% of its Gen Z audience is not active on Threads and 19% represents incremental reach beyond TikTok.
X is positioning itself as a strategic gateway for brands to connect with Gen Z, leveraging authenticity, immediacy, and video-driven content. It encourages advertisers to act now and integrate their campaigns into the daily viral conversations shaping Gen Z culture.
