In an effort to keep younger demographics away from TikTok, Instagram, and other social media platforms, Meta is trying to attract them to Facebook. In order to achieve this, Facebook has made a number of adjustments that prioritize local community content, videos, and Facebook groups. Improvements are also being made to other features, including Facebook Dating, Messenger, and Meta AI.
The redesign places more of an emphasis on entertainment options to rival platforms like TikTok, as it was unveiled at a Facebook IRL event in Austin. The changes also promote Facebook’s local community offerings, such as Marketplace and disaster response groups. The adjustments correlate with Facebook’s declining brand, as the percentage of teen users has significantly decreased, from 71% in 2014 to just 33% last year, according to Pew Research.
Meta hopes to draw in young adults who still use Facebook for Marketplace and groups, particularly those in their 20s. As a result, local content from Marketplace, Groups, and Events will be centralized under a new “Local” tab, which will debut in a few American locations. A new “Explore” page will also provide AI-powered personalized recommendations with an emphasis on entertainment and specialized interests.
Since younger users view videos on the network for around 60% of their time, the platform is also improving its video area with the goal of prominently promoting reels. Facebook Events will receive updates with personalized weekly and weekend event digests, while Facebook Dating will offer a “Matchmaker” function, enabling friends assistance with swiping.
Additionally, Meta is integrating AI picture generation into stories and profiles, as well as providing AI functionality to Facebook groups. Facebook hopes to attract younger audiences by offering a combination of new technology, community engagement, and entertainment through these modifications.