Meta revamps Facebook to engage young adults
The company tests new features for Gen Z appeal.
Facebook, once the go-to platform for connecting with family and friends, is shifting its focus to attract younger users, according to Tom Alison, head of Facebook at Meta. With younger generations favouring apps like Instagram and TikTok, Meta aims to revitalise Facebook by helping users expand their networks and make new connections, aligning with how young adults use the platform today.
To achieve this, Facebook is testing two new tabs, Local and Explore, aimed at helping users find nearby events, community groups, and content tailored to their interests. This initiative aligns with Meta’s efforts to compete with TikTok, which has 150 million US users, by introducing its short-form video feature, Reels, in 2021. Data reveals that young adults on Facebook spend 60% of their time watching videos, with over half engaging with Reels daily.
Facebook also reported a 24% increase in conversations initiated through its dating feature among young adults in the US and Canada. At a recent event in Austin, Texas, the platform promoted its new direction with the slogan ‘Not your mom’s Facebook,’ emphasising its push to attract a younger audience.
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