September 28, 08:27Aaj Tak

Reasons for the Decline in X's Popularity Among Generation Z Amidst the Rise of Instagram and Snapchat

Twitter, known as X, was once a major platform for discussing news, debates, and new trends. However, the situation is changing now, and X's influence among Generation Z is becoming less noticeable compared to other social media platforms.

According to a 2025 report by the Pew Research Center, 33% of young people aged 18 to 29 in the US use X. Among this same age group, 80% use Instagram, and 63% use TikTok, indicating a significantly wider reach of Instagram and TikTok among Gen Z compared to X.

Not only the way social media is used is changing, but also the approach to news consumption. Another Pew report, published in December 2025, shows that 43% of young people aged 18–29 regularly get news through TikTok, and 40% through Instagram. Young users prefer to receive information on platforms where video and short-form content are easily found.

This change is also reflected in X's overall availability. According to a 2026 DataReportal report, X's potential advertising audience was 611 million in April 2024, but by April 2026, it had decreased to 450 million, representing a drop of more than 25% over two years. It is important to note that these figures reflect the potential number of users who can be shown ads, not the total number of active X users.

The decline in X's popularity is also observed in India. According to a 2026 DataReportal report for India, by the end of 2025, X's advertising reach was about 22.2 million, while Threads reached approximately 26.6 million, demonstrating competition from newer platforms like Threads.

However, the question remains why young people are moving away from X. Several factors influence this decision:

Firstly, the preference for video content. Generation Z prefers short videos, reels, and visual content over long texts and discussions. Platforms like TikTok and Instagram focus primarily on this type of content, which attracts young users.

Secondly, concerns about hate speech and disinformation. X has issues with political debates, trolling, bots, and the spread of false information, which reduces the platform's appeal for some young users compared to the past.

Thirdly, the prevalence of conflict over connection. Generation Z prefers social networks where the atmosphere of communication is lighter, more fun, and less confrontational. X has long been associated with political arguments, controversial topics, and strong opinions, which can make the constant atmosphere of debate toxic for youth and prompt them to switch to other platforms.

Thus, the shift of Generation Z away from X cannot be explained by a single reason. Statistics indicate a change in youth habits regarding social media and news consumption. Under these changing preferences, X faces serious competition from platforms such as Instagram, TikTok, and Threads.

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www.aajtak.inSeptember 24, 08:03

Study shows how Gen Z and Alpha are transforming the fashion industry with AI and social media

Generations Z and Alpha are moving beyond being mere consumers of new clothing; they are actively changing how fashion is perceived, how purchases are made, and which brands are chosen. Thanks to the influence of social media, emerging trends, content creators, and artificial intelligence (AI), their purchasing journey has become significantly different from before.

According to the report 'How Gen Z and Alpha are reshaping the fashion industry' by Boston Consulting Group (BCG) and Women’s Wear Daily (WWD), Gen Z and Alpha consumers aged 28 and under could account for 40% of US fashion spending over the next decade. The report was based on an analysis of responses from over 9,000 consumers and 50,000 social media discussions.

The new BCG and WWD report highlights how youth are changing the fashion world through the influence of AI, social media, and a redefinition of brand loyalty.

According to BCG, these young people are not solely influenced by brand names, as was the case with previous generations. They are more inclined towards experimentation and are willing to try new products and trends. Their purchasing process is oriented more toward trends and the product itself, rather than the brand. Thus, the old identity or heritage of a brand is no longer the sole determinant of its value.

Modern youth use social media not only for entertainment but also for discovering new products and brands. The report indicates that the likelihood of young consumers finding a brand through social media is 1.5 times higher than for older generations. Furthermore, the role of influencers and digital content creators is growing, whom young people value equally with celebrities.

Interestingly, 22% of young people receive brand information from micro-influencers with fewer than 100,000 followers, while 27% find brands through celebrities. Moreover, influencer content influences purchasing decisions for Gen Z and Alpha, and they are twice as likely as previous generations to cite influencer content as the reason for making a purchase.

The role of AI is also growing in the fashion retail sector. Although millennials and older generations generally use AI more often than Gen Z and Alpha, the situation changes when it comes specifically to buying fashion apparel. 41% of Gen Z and Alpha members use AI to purchase fashion items, compared to 34% among other generations. This means the probability of using AI for shopping in the fashion segment is higher among Gen Z and Alpha.

The report states that cultural significance, authenticity, and the energy of content creators are extremely important to Gen Z and Alpha. They evaluate not only the age or size of a brand but also how well it aligns with contemporary culture and their personal preferences. Therefore, the future of fashion is determined not only by the brands themselves; Gen Z and Alpha are changing the methods of searching for, selecting, and acquiring fashion, and social media and AI are accelerating these changes.