Meta’s plan for the next 20 years of Facebook revolves around targeting Gen Z and increasing engagement from the younger generation. Despite being 20 years old, Facebook executives are aiming to make the platform more appealing to the Gen Z demographic with a focus on artificial intelligence and new features. In order to stay relevant, Facebook needs to adapt to the changing preferences and habits of younger users, as highlighted by a 2023 Pew Research survey that found only 33% of U.S. teens regularly use Facebook.
Citing significant life transitions that occur during early adulthood, Facebook is positioning itself as a platform that can help Gen Z explore new interests and connect with real people who share those interests. The company is implementing changes to the content users see in their feed, with a focus on features like Marketplace, dating, groups, and events to attract younger audiences. With daily visits to Facebook Marketplace by 10 million daily active users aged 18-29 in the U.S. and Canada, the platform is already making headway with this demographic.
Meta has introduced updates and features intended to appeal to Gen Z users, such as a renewed emphasis on short-form video through Reels and improved ways to privately share content with friends and family. The company is also enhancing creator tools and features, including opportunities for monetization and AI-powered tools for post creation. By making the platform more creator-friendly and interactive, Facebook hopes to be a destination for young users seeking engaging experiences.
Changes in Facebook’s feed and Reels algorithm aim to provide more relevant content and recommendations to users, a move that aligns the platform more closely with Instagram’s user experience. While similarities between the two Meta products may lead to some confusion, Facebook is positioning itself as a space for connecting users to experiences, while Instagram focuses more on content discovery and creator connections. By emphasizing these distinctions, Facebook aims to carve out a unique space within the Meta ecosystem.
In a surprising move, Facebook announced the return of the “Poke” feature, which has seen a resurgence in popularity among Gen Z users. Improvements to the feature, such as enhanced suggestions for who to poke and easier access to the poking page, have resulted in a 13-fold increase in Pokes since the redesign. With over 50% of new Pokes coming from users aged 18-29, it seems that this nostalgic feature has struck a chord with younger users who are rediscovering the simple joys of connecting through the platform.
As Meta continues to evolve Facebook to cater to the next generation of users, the platform’s focus on Gen Z, artificial intelligence, and new features shows a commitment to staying relevant in a rapidly changing social media landscape. By adapting to the needs and preferences of younger demographics, Facebook aims to secure its place as a hub for cultural exploration and authentic connections among users of all ages. With a renewed emphasis on engaging content, personalized experiences, and creator tools, Facebook is poised to attract a new generation of users while maintaining a connection to its existing audience.
