Facebook, once the dominant social media platform, is revamping its image to appeal to younger generations. Known as the go-to app for parents and grandparents, Meta, Facebook’s parent company, is on a mission to make the platform more appealing to young adults who are currently gravitating towards apps like Instagram and TikTok.
Tom Alison, head of Facebook at Meta, emphasized that the platform’s future will focus on helping users expand their networks and build new connections, aligning with the behavior of younger users. According to Alison, “Young adults turn to Facebook when they’re going through transitions, like moving to a new city or becoming parents, using Marketplace and joining relevant groups.”
At a recent event with content creators in Austin, Texas, Facebook unveiled two new features, Local and Explore tabs, currently being tested. The Local tab aggregates nearby events, groups, and marketplace listings, while Explore curates content based on user interests.
With competition from platforms like TikTok, which boasts 150 million U.S. users, Meta is placing an increased emphasis on short-form video content. Alison revealed that 60% of young adults on Facebook spend time watching videos, with more than half engaging with Reels daily. To further enhance the user experience, Facebook will soon roll out an updated video tab, consolidating short-form, live, and longer videos in one place.
In a symbolic nod to its future direction, Facebook presented a booklet at the event titled, “Not your mom’s (Facebook),” signaling its intent to shed its image as a platform for older generations.
Key Highlights:
- New features: Facebook introduces Local and Explore tabs to cater to young adults’ preferences for events, community, and personalized content.
- Video focus: 60% of young adults watch videos on Facebook, prompting the platform to enhance its video capabilities, including Reels.
- Repositioning effort: With competition from TikTok, Facebook aims to attract younger users by shedding its image as a platform for older generations.