Meta, the parent company of Facebook, is making efforts to reengage young adults as the platform has become more popular among older generations. Younger users have shifted towards apps like Instagram and TikTok, but Facebook aims to change that dynamic.
Head of Facebook, Tom Alison emphasized that the platform is evolving from merely helping users stay connected with family and friends to fostering new relationships highlighting that younger generations often turn to Facebook during life transitions, like moving to a new city or becoming parents, and use features like Marketplace and parenting groups.
In line with this shift, Facebook announced two new features during an event in Austin, Texas as the platform is testing two tabs, Local and Explore, in select markets. Local highlights nearby events, community groups, and items for sale, while Explore curates content based on users’ interests.
Attracting young adults is essential for Facebook as it competes with platforms like TikTok, which has 150 million U.S. users and is popular with Gen Z. To compete, Facebook introduced Reels, its short-form video feature, in 2021.
Currently, 60% of young adults on Facebook spend most of their time watching videos, with over half regularly watching Reels. To build on this, Meta will soon launch an updated video tab, combining short-form, live, and long-form videos in one place.
These changes reflect Facebook’s strategy to stay relevant and compete for younger users’ attention in an increasingly video-focused social media landscape.