In a bid to revamp its image and attract younger users, Meta announced that its flagship app, Facebook, is experiencing a surge in popularity among young adults. With more than 40 million U.S. and Canadian adults aged 18 to 29 checking Facebook daily, the platform is witnessing its highest youth engagement in three years.
Meta’s efforts to reclaim the attention of the younger demographic, which has been gravitating towards TikTok, seem to be paying off. The company cited “five quarters of healthy app usage growth” among young adults, reflecting a positive trend in its strategies to stay relevant.
During an event in New York focusing on young users’ interactions with the app, Meta’s head of Facebook, Tom Alison, emphasized the need for Facebook to evolve to remain appealing to the next generation. He highlighted how young users are initially drawn to Facebook for features like Marketplace, Groups, and Dating, particularly during significant life moments such as setting up their first apartments.
While these sections typically lack advertisements, their usage drives overall engagement on the platform. Alison noted that once young users are on Facebook, they often explore other sections like the Feed or Meta’s TikTok-like short video product, Reels.
Despite its initial explosion in popularity, Facebook faced challenges in retaining its appeal to younger users over the years, leading to a decline in its teenage user base. However, Meta’s recent focus on enhancing user experience and diversifying content seems to be reversing this trend.
Facebook, which celebrated its 20th anniversary this year, remains one of the largest social media platforms globally, with 3.2 billion users. Meta’s efforts to rejuvenate Facebook’s user base underscore its commitment to adapting to evolving consumer preferences and staying competitive in the ever-changing social media landscape.
