Welcome to the new era of Facebook.
Meta has unveiled a plan to rejuvenate Facebook, which turned 20 this year, by targeting Gen Z to boost engagement. At an event in New York City on May 31, Facebook executives outlined their strategy for the next 20 years, focusing on Gen Z and artificial intelligence.
Attendees received pamphlets stating, “We are not your mom’s Facebook,” promoting the platform as “a hub for all things culturally happening in the platform’s underground,” as reported by Axios.
“We’re still for everyone, but we also recognize that to stay relevant, we have to build for… Gen Z,” President Tom Alison said at the event.
A 2023 Pew Research survey revealed only 33% of U.S. teens aged 13 to 17 use Facebook, and just 3% use it almost constantly.
Alison noted, “Gen Z is at a stage where they’re making significant transitions: moving, going to college, getting their first job, finding a romantic partner. They want to explore new interests and connect with real people and experts who share them. That’s where we think Facebook comes in.”
Facebook is focusing on three major features to attract Gen Z: the feed, reels, and creators. By shifting the content of the user’s feed, Facebook aims to highlight relevant features like Marketplace, Dating, groups, and events.
Meta is emphasizing Reels and short-form videos, making it easier to share them privately. They’ve also introduced a professional mode for creators, with monetization options and AI tools.
Additionally, Facebook has enhanced its ranking technology for Reels and Feed to improve recommendations. Interestingly, the nostalgic “Poke” feature has been revamped and is seeing a resurgence in popularity among younger users.
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Photo: Getty