Meta Platforms announced that its flagship app, Facebook, is experiencing its highest number of young adult users in three years. This milestone is part of the company’s effort to revamp Facebook’s image from being seen as a platform dominated by older generations.
For the first time, Meta Platforms disclosed demographic data, revealing that over 40 million adults aged 18 to 29 in the U.S. and Canada check Facebook daily. This surge in the number of young users at Facebook comes as Facebook, founded by Mark Zuckerberg — who turned 40 last month — celebrates its 20th anniversary.
The increase in young users is attributed to Meta’s strategic initiatives to regain the interest of young adults, many of whom had migrated to the short video app TikTok, owned by China’s ByteDance and other social media platforms. A Meta spokesperson noted that the company has observed “five quarters of healthy app usage growth” among this demographic.
TIKTOK BAN
TikTok is currently one of the most popular social media platforms worldwide with over 1.7 billion users as of 2023. China’s TikTok generated an estimated revenue of $16.1 billion in 2023. Meanwhile, TikTok is facing a ban in the United States. News reports from Reuters suggest that TikTok may create an exclusive app (cloning the original) for the US market to avoid ban or sale in the US.
Tom Alison, Meta’s head of Facebook, emphasized the need for the social media platform to evolve to stay relevant with substantial investment in technology, at a New York event designed to showcase young people’s engagement with Facebook.
Tom Alison explained that young users are initially drawn to Facebook for features like Marketplace, Groups, and Dating during significant life events, such as furnishing a new apartment. While these sections typically do not feature ads, their popularity boosts overall engagement on the platform.
“Once they’re on Facebook, they go and they check out stuff that’s going on in Feed or from Reels,” Tom Alison said, referring to Meta’s TikTok-like short video product.
Facebook gained popularity across U.S. college campuses and became a dominant communication tool for a generation of internet users. The app reached 50 million users within its first three years and now boasts 3.2 billion users worldwide.
Despite this global user base, Facebook has struggled to maintain its appeal among younger users, who are key to driving consumer trends and are highly valued by advertisers. A survey by the Pew Research Center last year indicated that only about one-third of U.S. teens use Facebook, a significant drop from previous years. In contrast, the percentage of U.S. adults using Facebook has remained stable at around 68 percent since 2016.
TECHNOLOGY VISION
Facebook has announced a refreshed vision aimed at enhancing social discovery through advanced AI capabilities and a stronger focus on young adults. The company, long known for its social connectivity, is evolving to meet the changing needs of its users.
A cornerstone of Facebook’s evolution is its investment in AI technology. The platform has upgraded its Reels and Feed ranking systems to deliver more precise recommendations. The introduction of a new model architecture, capable of learning from large datasets efficiently, has already yielded significant improvements in Facebook Reels. This advanced recommendation technology will soon extend across Facebook’s video ecosystem and Feed recommendations.
By the end of 2026, Facebook aims to possess the world’s leading recommendation technology. Additionally, the platform is expanding its generative AI capabilities through Meta Llama. This initiative promises to deepen user engagement by providing instant, tailored responses. For instance, users can transform a standard recipe into a dairy-free version with just a click, thanks to Meta AI.
Improving Video Experience
Facebook has enhanced its video features to foster greater user engagement. An updated fullscreen video player and a new slider for navigating longer videos are now available globally. With private video sharing growing at over 80 percent year-over-year, Facebook has simplified the process of sharing videos across platforms, including WhatsApp.
Empowering Creators
The platform has also rolled out features to support content creators. The new Professional Mode, designed for users seeking to grow a public following, has attracted over 100 million daily active users in just 18 months. Facebook has revised its payout model, allowing creators to earn based on content performance across various formats such as photos, videos, and text, thus expanding monetization opportunities.
Building for the Future
Facebook is committed to delivering what young adults want from social media: meaningful social discovery that enriches their lives in both big and small ways. This vision is supported by a vast community of like-minded individuals, unique features that encourage user action, and cutting-edge AI technology. As Facebook looks to the next 20 years, it remains dedicated to evolving its platform to meet the dynamic needs of its users.
Baburajan Kizhakedath
