Meta (META.O) announced on Friday that Facebook is experiencing its highest number of young adult users in three years, countering its reputation as a platform primarily for older generations. More than 40 million adults aged 18 to 29 in the U.S. and Canada now check Facebook daily, the social media giant revealed, marking the first time it has released such demographic data. This milestone coincides with Facebook’s 20th anniversary and founder Mark Zuckerberg’s 40th birthday last month.
The surge in young adult users highlights Meta’s strategic efforts to reclaim this demographic from the popular short video app TikTok, owned by China’s ByteDance. According to a company spokesperson, Facebook has seen “five quarters of healthy app usage growth” among young adults, indicating a successful pivot towards engaging this crucial audience segment.
Speaking at an event in New York designed to showcase how young people are using the app, Meta’s head of Facebook, Tom Alison, explained that the platform’s anniversary prompted a reevaluation of its approach to remain relevant to the next generation. “Who is Facebook for? Is it for my parents?” Alison quoted, reflecting the sentiment often heard from young adults.
In an interview with Reuters, Alison shared that many young users initially come to Facebook for specific features such as Marketplace, Groups, and Dating, especially during key life moments like moving into a new apartment. Although these sections typically do not feature ads, their popularity is driving broader engagement across the platform.
“Once they’re on Facebook, they go and check out stuff that’s going on in Feed or from Reels,” Alison noted, referring to Meta’s short video product similar to TikTok. This pattern of engagement suggests that young users are gradually exploring more of Facebook’s offerings once they are drawn in by its practical tools.
Facebook, which started in a Harvard University dorm room in 2004, rapidly expanded across U.S. college campuses and became the primary communication platform for a generation of internet users. The app achieved 50 million users within its first three years and currently boasts 3.2 billion users worldwide. Despite this global reach, maintaining appeal to younger audiences has been challenging.
Over time, Facebook’s allure for younger users diminished, impacting its status as a trendsetter among internet platforms. This demographic shift is significant because young users are vital for driving consumer trends and attracting advertisers, who are crucial for Meta’s revenue.
A Pew Research survey last year highlighted this challenge, showing that only about a third of U.S. teens use Facebook, a stark decline from previous surveys conducted in 2014 and 2015. In contrast, the proportion of all U.S. adults using Facebook has remained relatively stable at around 68% since 2016, according to Pew. Meta’s recent efforts signal a concerted push to reverse these trends and rejuvenate Facebook’s appeal among young adults.