Facebook, a platform often associated with older demographics, is making a concerted effort to attract younger users.Tom Alison, head of the Facebook app, emphasized the company’s renewed focus on young adults, stating that significant changes have been made with this demographic in mind.
This isn’t the first time Meta has attempted to lure young adults to the platform. Nearly three years ago, CEO Mark Zuckerberg declared them the company’s “North Star.” Both Alison and Zuckerberg have championed a shift towards a discovery-focused feed, driven by AI recommendations, to compete with TikTok’s appeal.
While Meta has reportedly seen five quarters of growth in young adult usage in the US and Canada, the 40 million daily active young adults still represent a small fraction of the 205 million daily US Facebook users reported in February.
The company’s strategy hinges on advancements in AI to improve recommendations for Reels and feeds, with plans to expand these capabilities to other products. Additionally, private sharing, particularly of video content, is on the rise.
Notably absent from Alison’s update was any mention of the “metaverse,” a concept once central to Meta’s future plans.Instead, the focus is on AI-powered product capabilities and attracting younger users. This shift aligns with Meta’s recent efforts to reframe some metaverse ambitions as advancements in artificial intelligence.
While Meta’s renewed efforts to appeal to young adults are evident, the success of this strategy remains uncertain. The company faces stiff competition from platforms like TikTok, which have already captured the attention of this demographic. Whether Facebook’s AI-powered recommendations and discovery-focused feed will be enough to win them over remains to be seen.
