Meta Platforms, the parent company of Facebook, is making a strategic push to attract young adults back to Facebook, seeking to reclaim its relevance in social media space increasingly dominated by platforms like Instagram and TikTok.
Meta Platforms earlier said more than 40 million U.S. and Canadian adults aged 18 to 29 check Facebook daily. For comparison, TikTok has 120.5 million users in the United States. TikTok is facing challenging market conditions in the United States due to its China origin.
While Facebook has historically been the go-to platform for older generations, younger users have drifted towards video-centric apps. Now, Meta is setting out to reverse that trend by rebranding Facebook for younger users, emphasizing new features that align with their social habits, Reuters news report said.
Global connections
Facebook has more than three billion monthly active users (MAUs) and 2.11 billion daily active users (DAUs).
Google’s YouTube, the second most popular social media platform in the world, has over 2.49 billion monthly active users.
Instagram, which is also owned by Meta Platforms, has over 2 billion monthly active users (MAU) and over 500 million daily active users (DAU).
TikTok has over 2 billion users and over 1 billion monthly active users.
Digital platforms such as YouTube, Instagram and TikTok are the hot destinations for the youth. Hence, digital advertisers are looking for these Internet platforms for engagements. The global digital advertising market was valued at $550 billion in 2023, and is expected to grow to $1,367 billion by 2033.
In 2023, Google had 26.8 percent share in the digital advertising market in the United States. Google is the largest digital ad publisher in the country. Facebook and Amazon have 21.1 and 12.5 percent share, respectively, in the digital advertising market in the United States.
Facebook likes young adults
Facebook, once a pioneer in connecting people with family and friends, is pivoting towards helping users expand their social networks — mirroring how younger generations interact online.
According to Tom Alison, head of Facebook at Meta, young adults often turn to the platform during major life transitions. “We see young adults using Facebook when they move to a new city, furnish an apartment, or join parenting groups,” Tom Alison said during a recent interview in Austin, Texas, ahead of a pop-up event with content creators.
During the event, Facebook introduced two new tabs, Local and Explore, currently in testing across select cities. The Local tab helps users discover nearby events, community groups, and items for sale, while the Explore tab curates content based on user interests. This increased focus on local engagement and personalized discovery aligns with Meta’s goal of making Facebook a more dynamic platform for young adults.
Meta is also banking on the popularity of video content to attract younger users. Short-form video app TikTok has amassed 150 million users in the U.S. alone, pushing Meta to launch its own video feature, Reels, in 2021.
Tom Alison highlighted that young adults on Facebook now spend 60 percent of their time watching videos, with more than half engaging with Reels daily. To further tap into this trend, Facebook plans to launch a revamped video tab in the coming weeks, offering users an integrated space for short-form, live, and long-form videos.
Another key area of focus is Facebook Dating, which has experienced a 24 percent year-over-year increase in conversations started by young adults in the U.S. and Canada. Launched in 2019, this feature lets users browse suggested profiles, catering to younger generations looking for more personalized and convenient ways to connect.
At the Austin event, Meta made its intentions clear, positioning Facebook as a modern social hub. A booklet distributed during the event summed up the rebranding effort with a clear message: “Not your mom’s Facebook.” This signals Meta’s dedication to rejuvenating Facebook’s appeal and staying competitive in the rapidly evolving social media space.
As competition intensifies and platforms like TikTok capture the attention of Gen Z, Meta’s focus on young adults is crucial for Facebook’s continued relevance. Through new features and a redefined experience, Meta is betting on its ability to evolve and meet the changing needs of younger users.
Baburajan Kizhakedath
