Facebook Rolls Out Fresh Look to Captivate Gen Z

Meta, Facebook’s parent company, is attempting to rejuvenate its social network by focusing on younger users, a demographic increasingly drawn to platforms like TikTok and Instagram. To make Facebook more appealing to this audience, the company announced a series of updates that emphasize local community engagement, video content, and Facebook Groups. These updates, revealed at the Facebook IRL pop-up event in Austin, are part of a broader strategy to compete with social apps that are more popular with younger audiences.

The updates come as Facebook continues to face challenges in attracting younger users. The platform's brand has been in decline, particularly in the U.S., where younger generations have moved away from the site. In fact, a Pew Research Center report found that only 33% of U.S. teens used Facebook in 2022, compared to 71% in 2014. To address this downward trend, Facebook rebranded as Meta in 2021, signaling a shift in focus toward the metaverse rather than its flagship social networking app. Despite the shift, Meta remains committed to breathing new life into Facebook through updates designed to appeal to younger adults, especially those in their 20s.

Although Facebook has struggled to attract teens, some younger users have found value in specific features of the platform. For instance, Facebook Groups and Marketplace have gained traction among 20-somethings. Marketplace, in particular, has become a hub for thrift shopping, as highlighted by The New York Times. Recognizing this trend, Facebook’s latest updates are aimed at making the platform more approachable for those interested in local community engagement and entertainment, rather than traditional social networking.

One of the most significant changes is the introduction of a “Local” tab, which aggregates local content from Marketplace, Groups, and Events into a single section. This new feature aims to help users discover nearby activities, local groups offering items for sale, and community recommendations on everything from neighborhood hotspots to free items. Initially, this feature will be tested in select U.S. cities, including Austin, New York City, Los Angeles, Washington D.C., Chicago, and others. The idea is to make Facebook more relevant to users’ daily lives by highlighting the platform’s practical benefits for local engagement, as opposed to merely facilitating online social interactions.

Another key update is the addition of an “Explore” tab, which will offer personalized content recommendations. Powered by algorithms, this section will help users discover content tailored to their unique interests, even niche ones. For example, the Explore tab could surface travel tips, DIY projects, or marathon training groups. This personalized approach mirrors features of other popular social apps, like TikTok and Pinterest, offering users a more curated experience based on their preferences.

Notably, the Explore tab will also be prominently featured in the redesigned Facebook app, occupying a central spot in the navigation bar. This change is meant to encourage users to explore new content beyond their typical friend-based feed, aligning Facebook’s interface more closely with competing apps like Pinterest and Instagram’s Lemon8, which has been gaining popularity among younger users.

Another key focus of Facebook’s updates is enhancing its video features to better compete with platforms like TikTok, where video content, particularly short-form videos, has become incredibly popular. Facebook plans to update its Video tab, offering a full-screen video player that will allow users to watch a mix of short-form, long-form, and live videos all in one place. This reflects the growing trend of video consumption among younger audiences. Meta notes that on Facebook, nearly 60% of the time young adults spend on the platform is dedicated to watching videos, with more than half of them engaging with Reels on a daily basis.

By giving Reels—a feature that mimics TikTok’s short-form video format—a more prominent place within Facebook, Meta aims to cater to younger users' preference for video content. This is a strategic move to compete directly with TikTok’s video dominance. Furthermore, the updated Video tab will serve as a one-stop shop for all types of video content, making it easier for users to engage with video entertainment without leaving the platform.

Beyond entertainment, Facebook is also positioning itself as a critical platform for local community engagement, particularly in times of crisis. For example, the site has become a valuable communication hub for local groups affected by natural disasters, as seen in states recently impacted by Hurricane Helene. As climate change drives the increase of such disasters, Facebook’s role in facilitating disaster response and coordination within local communities is likely to expand. This local community focus is part of Facebook’s broader strategy to provide practical services that go beyond social interactions.

Meta’s updates capitalize on the platform’s existing strengths—such as Facebook Groups and Marketplace—while reshaping its user experience to align with current trends. By emphasizing local connections and entertainment, Meta hopes to appeal to younger adults who may have previously viewed Facebook as outdated or irrelevant.

Despite Meta’s optimism, the challenge of attracting younger users remains steep. Facebook’s reputation as an older person’s social network has been difficult to shake, particularly in the U.S., where teens have flocked to more dynamic, video-driven platforms like TikTok. While young adults in their 20s still use Facebook for practical purposes, such as shopping on Marketplace or participating in interest-based groups, these activities are a far cry from the social engagement that originally made Facebook popular.

The shift in focus toward entertainment and local community services may help revitalize the platform, but it’s unclear whether these changes will be enough to lure younger users away from their preferred apps. Nevertheless, Meta’s investment in these updates reflects its recognition of the changing social media landscape and the need to adapt Facebook’s offerings to meet the needs of a new generation.

Meta’s recent changes to Facebook demonstrate its continued efforts to make the platform relevant to younger users. By emphasizing local community connections, personalized content recommendations, and expanded video features, Facebook is evolving to cater to a new generation of users who are more interested in entertainment and practical use cases than friend-based social networking. While the challenge of attracting younger users remains, these updates signal Meta’s recognition of the need to modernize Facebook’s offerings and keep pace with rapidly shifting social media trends. Whether these changes will be enough to win over the TikTok generation remains to be seen, but they represent a significant step in Facebook’s ongoing evolution.