Meta Trying To Woo Youth With New Community & Video Features On Facebook

Facebook has unofficially been branded as a platform for the older generations. Meta is now trying to change that image.

Attracting young adults is crucial for Facebook as it faces tough competition from other platforms like TikTok.

Source : Unsplash/Alex Haney

Facebook, once a pioneer in the social media landscape, has gained a reputation as a platform favored by older generations, while younger users gravitate towards apps like Instagram and TikTok for sharing photos and videos. Meta, Facebook's parent company, aims to shift this perception. Tom Alison, head of Facebook at Meta, explained that while the platform initially focused on connecting users with family and friends, its future vision is to help people broaden their networks and form new connections, aligning with how younger generations now interact online.

Alison, during an interview, said, “We see young adults turn to Facebook when they make a transition in life. When they move to a new city, they’re using Marketplace to furnish their apartments. When they become parents, they’re joining parenting groups.”

What Else Did Facebook Unveil

At the event, Facebook revealed two new tabs, Local and Explore, which are currently being tested in select cities and markets. The Local tab curates content such as nearby events, community groups, and local items for sale, while the Explore tab recommends content tailored to a user’s interests.

Attracting young adults is crucial for Facebook as it faces tough competition. TikTok, a popular short-form video platform, has 150 million users in the U.S., particularly among Gen Z. In response, Meta launched Reels in 2021 to compete.

Facebook noted that young adults spend 60 per cent of their time watching videos on the platform, with over half engaging with Reels daily. An updated video tab combining short-form, live, and longer videos will also be introduced in the coming weeks.

Facebook’s dating feature, which debuted in 2019 and allows users to browse and interact with suggested profiles, has experienced significant growth, according to the company. Among young adults in the US and Canada, the platform has seen a 24 per cent year-over-year increase in the number of conversations initiated.