Facebook wants to win back Gen Z users by transforming itself into more of a tool for young people to navigate adulthood better.
The social media platform announced a redesign last week that caters to what execs believe younger people want to see more of. The new design aggregates local content and recommendations, uses artificial intelligence to answer commonly asked questions within specific Facebook groups, and allows non-Facebook users to RSVP to Facebook events.
Facebook, which is now 20 years old, has plummeted in popularity among teens in recent years. But Meta, the parent company of Facebook, noticed that young adults active on the platform tend to use its community-centric features like Facebook Marketplace and groups.
Facebook’s head of development, Tom Alison, said the company’s product strategy over the past few years has been motivated by two major factors.
“One is just: What do young people want — particularly young adults, Gen Z, ages 18 through 29 — from a social app these days? And how can Facebook really be a part of that?” Alison said. “And then the second is obviously all of the advancements in technology offered by AI.”
Banking on its active Gen Z user habits, Facebook has leaned into the community elements of its platform. Younger users tend to use the app as a tool to find roommates, bargain shop and join virtual groups that align with their hobbies and interests.
The Facebook redesign includes a new “Local” tab, which is currently being tested in a handful of major American cities, that aims to aggregate local activities, groups and hot spot recommendations from across the platform. It’s launching a “Weekly” and “Weekend Digest” feature to feed users a compilation of recommended events in their area.
The company is also adding a full-screen “Video” tab for Facebook reels, an “Explore” tab for content tailored to a user’s interests, and a “Matchmaker” feature that allows users to swipe on behalf of their friends on Facebook Dating.
The addition of a dedicated tab for algorithm-driven short-form video is a move that will make Facebook more similar to TikTok, Instagram and other platforms that have adopted the same strategy.
But people generally use different social media platforms for different purposes, said Colleen McClain, a senior researcher focusing on internet and technology research at Pew Research Center. While they do use apps across the board for entertainment, she said, it’s these community-focused features that people tend to associate with Facebook.
“Young adults know what really stands out when it comes to Facebook is that relationships are the driver,” McClain said. “Nearly all Facebook users are telling us they’re there to keep up with friends and family. A vast majority also say a reason they’re there is to connect with people who share their interests.”
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