Understanding Threads’ User Demographics and Behavior for Targeted Marketing

Threads’ user demographics and behavior reveal key insights for targeted marketing, especially among younger adults and males.

The largest age group on Threads is 25-34 years old, comprising about 36.39% of users, followed by the 18-24 age group at 19.29%. Males dominate the platform, making up 68% of users, while females represent 32%. Notably, 28% of male users are aged 23-25, indicating a strong presence of young adult males.

Among all users, a significant portion (25.68%) are aged 45 and above, suggesting some diversity in age but with a clear skew towards younger adults.

In terms of behavior, Threads is perceived as a low-pressure, text-first social platform that appeals to users seeking casual dialogue, digital self-expression, and social exploration. Filipino users, in particular, use Threads as a "group chat with the internet," favoring light banter and witty takes without the aesthetic or political pressures found on Instagram or X (formerly Twitter).

For effective targeted marketing on Threads, consider these points:

• Age-specific content: Focus on young adults (18-34), tailoring messages to their interests and life stages, such as career, lifestyle, or social topics.
• Gender targeting: Since males are the majority, campaigns can be designed to appeal to male preferences, but also create inclusive content for females to capture the 32% female user base.
• Cultural nuances: Leverage the Filipino cultural value of pakikisama (harmonious social interaction) by fostering community and subtle self-performance in messaging.
• Behavioral approach: Use Threads as a platform for casual, conversational marketing rather than highly polished or formal advertising, aligning with the platform’s mood and user expectations.
• Segmentation factors: Combine demographic data with psychographics and behavior to create personalized, relatable content that resonates with users’ social and emotional needs.

This demographic and behavioral profile enables marketers to craft targeted campaigns that engage Threads users effectively by aligning with their age, gender, cultural context, and platform usage style.