Facebook, once synonymous with social networking for parents and grandparents, is taking steps to attract younger users, head of Facebook at Meta Tom Alison said.
Alison emphasized that while the platform originally focused on connecting family and friends, its future lies in helping users expand their networks and make new connections, aligning with how younger generations interact with the service.
“Younger adults often turn to Facebook during significant life transitions,” Alison noted. “When they move to a new city, they use Marketplace to furnish their apartments. When they become parents, they join parenting groups.”
To bolster its appeal, Facebook announced two new tabs—Local and Explore—during a recent event with content creators. Currently being tested in select cities, the Local tab highlights nearby events, community groups, and local sales, while the Explore tab curates content tailored to user interests.
This renewed focus on young adults is crucial for Facebook as it faces stiff competition for their attention. TikTok, for instance, boasts 150 million users in the U.S. and has become a favorite among Gen Z. In response, Meta introduced Reels in 2021 as its own short-form video offering.
Statistics reveal that young adults spend 60% of their time on Facebook watching videos, with more than half engaging with Reels daily. Meta also plans to roll out an updated video tab in the coming weeks to consolidate short-form, live, and longer videos in one accessible location.
Additionally, Facebook’s dating feature, launched in 2019, has seen a 24% increase in conversations started among young adults in the U.S. and Canada over the past year.
At the Austin event, a small booklet succinctly captured the platform’s revamped image with the title: “Not your mom’s (Facebook).”
