Facebook is on a mission to shed its reputation as a platform primarily for older generations. Recently, Meta unveiled a strategy aimed at attracting Gen Z, a demographic that currently forms a minority of its user base.
Facebook’s New Strategy for Gen Z
Meta isn’t necessarily trying to make Facebook “cool” for young people. Instead, it aims to showcase the platform’s utility:
1. Navigating Early Adulthood:
Facebook envisions young adults using the app to navigate early adulthood with features like Facebook Marketplace, Groups, and Dating.
Already a hit among young bargain hunters, Facebook Marketplace is used by over 1 in 4 daily active users aged 18 to 29.
3. Content Overhaul:
Moving away from political memes and content from older generations, Facebook has enhanced its short video features, similar to TikTok and Instagram Reels. This includes an improved discovery algorithm and a creator program that allows users to monetize their posts.
The Video Push
Facebook reports that users now spend 60% of their time on the platform watching videos. To further boost engagement, Meta has made it easier to share videos through direct messages, with video content sharing growing by 80% in the past year.
Early Signs of Progress
While it’s too early to declare a complete rejuvenation, Facebook has made some headway. The platform now boasts 40 million daily active users aged 18 to 29 in the US and Canada, the highest number in three years. However, this still represents only 19% of its user base in these regions, according to an estimate by Axios.
Challenges Ahead
Despite these efforts, Facebook still faces significant challenges in attracting younger users. According to a Pew Research Center survey, only 33% of teens under 18 reported using Facebook last fall, compared to 59% for Instagram and 63% for TikTok. This is a stark contrast to 2014-2015 when over two-thirds of teens used Facebook.
Growth Continues
Despite these hurdles, Facebook continues to grow. After experiencing its first-ever decline in monthly active users in Q4 2021, the platform has continued to expand globally.
Conclusion
Will Facebook successfully win over Gen Z? The jury is still out. However, with strategic changes and a focus on video content, Facebook is making strides in appealing to younger users. Only time will tell if these efforts will significantly shift the platform’s demographic landscape.
