Only 1 of 10 people surveyed are excited by Twitter’s rebrand, while Threads has been used by less than 5% of the population, according to the latest data from brand tracking platform Tracksuit.
While 87% of Australians are aware of Twitter, only 52% are aware of X and only 20% of Australians view Twitter’s rebrand positively.
The survey of over 5,000 Australians showed Facebook and Instagram are the most popular social media platforms in Australia, with almost 8 out of 10 (77%) Australians using Facebook in the past 12 months and half (51%) using Instagram.
More than three quarters (76%) of those aged 18-34 used Instagram in the past year, with TikTok now used by more than half of Australians aged 18-34.
Connor Archbold, co-CEO and co-founder of Tracksuit, said the social media landscape has experienced major shifts in recent months, with Instagram trying to capitalise on Twitter’s rebrand and grab market share by introducing Threads.
"Despite the big changes for both brands, X and Threads have struggled to resonate with users. Tracksuit’s data shows relatively low levels of awareness and consumer usage since their introduction," he said.
“While the Twitter to X rebrand has been under scrutiny for a number of reasons, it’s the apparent disregard of Twitter’s long standing brand salience that has hindered user backing. Not many brands can claim their brand language has entered the common vernacular as a verb, like ‘tweeting’. Twitter has been around for 17 years, and many users have sentimental attachments to the brand. Transitioning that level of support was never going to be easy.
"With Threads, the heart of the problem lies in an audience disconnect. Those who use the Instagram platform are traditionally there for the aesthetically led image and video feeds. A text based feature doesn’t feel true to that.
“Brands finding it difficult to pique users' attention need to lean into their brand salience and target audiences. Having a clear understanding of consumer sentiment towards your brand, and more importantly, how to resonate with them, is essential to building long term brand health and loyalty.”
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