Meta announced on Friday that its flagship app, Facebook, is now attracting the highest number of young adults in three years. This development comes as the platform attempts to move away from its image as primarily serving an older demographic.
According to Meta, over 40 million adults aged 18 to 29 in the U.S. and Canada now check Facebook daily. This marks the first time the company has released such demographic information.
Facebook, which celebrated its 20th anniversary this year and whose founder Mark Zuckerberg recently turned 40, has been working to regain the interest of young adults who have increasingly favored the short video app TikTok, owned by China's ByteDance.
Over the past five quarters, Meta has seen consistent growth in app usage among young adults. A company spokesperson attributed this to their targeted efforts.
At an event in New York, Meta's head of Facebook, Tom Alison, emphasized the need for Facebook to evolve to remain relevant for younger generations. Reflecting on the company's milestone anniversary, Alison shared that executives recognized the necessity for change.
He cited common questions from young adults, such as, "Who is Facebook for? Is it for my parents?" indicating a shift in perception.
In an interview with Reuters, Alison explained that young users are initially drawn to Facebook through sections like Marketplace, Groups, and Dating, particularly during significant life events, such as furnishing a first apartment.
Although these sections generally do not feature ads, they contribute to overall engagement on the platform. Alison noted that once young adults are on Facebook, they often explore other features like the Feed and Reels, Meta's answer to TikTok's short video format.
Founded in a Harvard University dorm room in 2004, Facebook quickly became the default communication platform for a generation, particularly on U.S. college campuses. The app reached 50 million users within its first three years and now boasts 3.2 billion users globally.
Despite its vast user base, Facebook has struggled to maintain its appeal among young users, who are seen as crucial for driving consumer trends and advertising revenue.
Research from Pew last year highlighted a significant decline in Facebook usage among U.S. teens, with only about a third reporting they use the platform. This is a sharp drop compared to previous surveys conducted in 2014 and 2015.
Despite this challenge, Meta's recent data shows a positive trend in re-engaging young adults, signaling a potential shift in the platform's demographic dynamics.
Conclusion
Meta's focused efforts to attract young adults to Facebook appear to be yielding results, marking a significant achievement as the platform celebrates two decades of existence. By continuing to adapt and introduce features that appeal to younger users, Facebook aims to stay relevant and maintain its position in the competitive social media landscape.