Facebook, once a pioneer in social media, is now often seen as a platform dominated by parents and grandparents, while younger users flock to photo and video apps like Instagram and TikTok. In response, Meta, the company behind Facebook, is launching initiatives to attract a younger audience.
Tom Alison, head of Facebook at Meta, emphasized the platform’s new direction, stating that while Facebook initially aimed to connect friends and family, its future is about fostering new relationships and expanding networks. He noted, “We see young adults turn to Facebook when they make a transition in life. When they move to a new city, they’re using Marketplace to furnish their apartments. When they become parents, they’re joining parenting groups.”
To enhance user engagement, Facebook recently introduced two new tabs, Local and Explore, which are currently being tested in select cities. The Local tab showcases nearby events, community groups, and local items for sale, while the Explore tab curates content tailored to users’ interests.
As Facebook seeks to regain its footing among younger demographics, it faces stiff competition from short-form video app TikTok, which boasts 150 million users in the U.S. and is particularly popular with Gen Z. In response, Meta launched its own short-form video feature called Reels in 2021. Notably, young adults on Facebook spend 60% of their time watching videos, with over half tuning into Reels daily. The company plans to introduce an updated video tab in the coming weeks to consolidate short-form, live, and long-form videos.
Additionally, Facebook’s dating feature, introduced in 2019, has seen a 24% year-over-year increase in conversations initiated among young adults in the U.S. and Canada.
At a recent pop-up event in Austin, the platform’s vision for the future was succinctly encapsulated in a small booklet titled “Not Your Mom’s (Facebook).” This title reflects Meta’s commitment to reinventing Facebook for a new generation of users.
