Facebook is actively introducing new features to attract younger users, aiming to rejuvenate its user base and compete with platforms like TikTok. The platform has launched two new tabs, Local and Explore, currently in testing phases, designed to help users discover nearby events, community groups, and personalized content. This initiative aligns with Facebook’s strategy to assist users, especially young adults, in expanding their networks during significant life transitions, such as moving to a new city or starting a new job.
Recognizing the growing preference for video content among younger demographics, Facebook is enhancing its video offerings. The company reports that young adults spend 60% of their time on the platform watching videos, with more than half engaging with Reels daily. To cater to this trend, Facebook plans to roll out an updated video tab that consolidates short-form, live, and longer videos in one place, aiming to provide a seamless viewing experience.
Additionally, Facebook’s dating feature has seen increased engagement among young adults. The platform reported a 24% year-over-year increase in conversations initiated through this feature in the U.S. and Canada, indicating its growing popularity among younger users seeking new connections.
These efforts reflect Facebook’s commitment to evolving with user preferences and maintaining its relevance among younger audiences in a competitive social media landscape.