Reviving Appeal: Facebook’s Ambitious Plan to Win Back the Youth Market

Although only a few percent of 13-17 year olds visit Facebook daily. teenagers, the situation is not as dramatic as it may appear at first glance. in 2024 according to data, the world’s largest social network does not lose its position – even three billion inhabitants of the planet use it every month. So it’s likely that concerns about appealing to the younger generation are more part of Facebook’s larger plan than an alarm bell.

“It’s no secret to anyone that young people spend their time on completely different social networks than their parents or grandparents. But Facebook, contrary to what is imagined, is not at the margins of their lives. It’s just that young people don’t come here to have fun, but to take care of business – to sell things or get the necessary information. These two aspects, together with greater attention to creators and better content recommendations, should become the main trump cards in order to change one’s image in the eyes of young people,” says Julija Markeliūnė, head of diversity and inclusion at Telia.

Repulsed by “adulthood”

in 2004 The development of the created Facebook began in US universities, so the website itself was like a kind of youth club for a long time. There, people of school and university age would gather in groups, share jokes and organize parties. However, after the platform became popular, older people began to flock to it, seeing in the social network an opportunity to revive relations with distant relatives and classmates who had not seen each other for many years.

“The large number of older users has changed Facebook dramatically. There began to increase political advertising, speeches on important topics, adults began to share anecdotes and jokes of their time. So eventually, some of the youth got bored with the new face of the social network and started to relate to their parents, so they moved to Snapchat, Instagram and later to TikTok. The functionality of these platforms allows you to relax more in terms of self-expression and immerse yourself in fashionable entertainment content that is not overshadowed by the serious problems of adult life”, J. Markeliūnė shares his insights.

The reason Facebook hasn’t tried to win back the youth by offering new content formats, artificial intelligence (AI) filters, and other features that appeal to younger audiences likely lies in the company’s business model. Meta, which owns Facebook, makes its main income from selling advertising, and many of the businesses that buy it are not interested in teenagers, who typically don’t have a lot of income yet. Therefore, it is very likely that Facebook was reluctant to experiment, fearing that innovation would alienate an older audience.

Groups and the marketplace are still relevant

Still in 2021 The Verge, one of the most popular technology newspapers, obtained a leaked internal Facebook study, which found that young people imagine Facebook as a gathering place for 40- and 50-year-olds, and tend to view the content of this social network as boring, confusing and negative. Still, it’s not like youngsters are rushing to delete their Facebook accounts these days. On the contrary, a significant number of them use Facebook for very specific needs.

Billionaire Shark Tank star Mark Cuban says he was “surprised” to learn that, despite Facebook’s current image, its groups include a large percentage of young people. Unable to find an answer in a Google search, young people actually rush to specialized Facebook groups first. With the help of other people, they are here to quickly solve their problems, which can be very diverse – from tax payment uncertainties to sensitive health issues.

According to the representative of Telia, another important functionality, which may have contributed significantly to the fact that the share of young people using Facebook from 2022. until 2023 did not fall, but grew by one percent, is the marketplace of this social network. Ironically, this classifieds site has been popularized by YouTube and TikTok videos showing how it can be used to purchase items inexpensively, minimally restore them and use them in your home, or simply sell them for a higher price. Buying on Facebook Marketplace is popularly considered a smart decision, and that’s proven by the nearly 1.3 billion users who use the ad platform every month.

Facebook is about to turn its attention to the youth again

Facebook’s image as a social media dinosaur becomes more and more unpopular. The management of the platform understands that the youth dictates content fashions, which the older generation follows after a longer period of time. Unfortunately, trying to turn Facebook into TikTok and risking internal competition with the same Meta-powered Instagram isn’t a good idea, so Facebook decided to focus on its unique strengths, which it outlined in a blog post published in early September.

Instead of focusing on teenagers, this social network intends to help young people step into the challenges of adult life in their thirties. Facebook wants to invite young people to join groups for learning how to make a trendy brunch at home, looking for career advice or just companionship while going for a run. At that time, the aim is to make the Facebook marketplace the first stop when looking for furniture for your dorm room or your first home.

“Back in late May, Facebook announced its plans to change and evolve as a platform. The social network plans to invest more in AI algorithms to provide better content recommendations to young people. There are also plans to focus more on the video format and creators, who will be offered a revised payout model starting earlier this year. Such measures are aimed at turning Facebook into a space that provides more value to young people, where they can communicate, learn and grow together,” Telia’s Head of Diversity and Inclusion details the new Facebook strategy.

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– ⁣How are younger generations using Facebook differently ‍compared to older‌ users?

Facebook’s Surprising Relevance to Younger Generations

Despite concerns about ⁣Facebook’s appeal to teenagers, the social media giant remains a vital platform for younger generations, albeit​ in ways that may not be‌ immediately apparent. According to data from 2024, ⁢Facebook still ​boasts over three billion monthly active users, making it an essential‍ part of ⁣many people’s online⁤ lives.

More⁢ than just⁢ socializing

While⁤ it’s⁤ true that young people spend more time ‍on other social networks like Snapchat, Instagram, and TikTok, Facebook​ remains a ⁢significant presence in their lives. However, they don’t use​ it ‌for socializing ⁤or‍ having fun, but rather for more practical ​purposes. For instance, ⁣they may use Facebook to sell items ⁢on⁣ the platform’s ‍marketplace, access important information, or connect with others who share​ similar interests.

The impact of “adulthood” ‌on Facebook

Facebook’s evolution from a youth-centered platform to a more adult-oriented space has contributed to its perceived ⁢decline in⁣ popularity among young people. As the platform grew, older users began to flock⁣ to it, bringing⁤ with them political‌ advertising, serious discussions, and nostalgic content that may not resonate ⁣with ‌younger generations. As a result,​ many young people turned to other social media platforms that offer more relaxed and entertaining content.

The significance of‍ groups and marketplace

Despite Facebook’s changing image, the platform remains relevant to young ⁣people ⁤due to​ its groups and marketplace features. Many young people use Facebook groups to seek advice, solve problems, or connect ​with others who share similar interests.​ The platform’s marketplace, which‍ allows users to buy​ and sell items, has ⁤also become a popular‍ destination, with nearly 1.3 ‌billion users accessing it every month.

Facebook’s⁤ strategy to appeal ⁢to younger generations

Facebook is​ aware of its image problem among young people and⁣ is taking ⁢steps to revamp its platform to appeal to a younger audience. Instead of trying to ‍compete with TikTok or Instagram, Facebook is focusing on its unique strengths, such as its groups ‍and marketplace. The platform plans to‍ invest in AI ‍algorithms to provide better content recommendations, focus more on video content, and‌ offer a revised ‌payout model ⁤for creators.

Conclusion

While Facebook may not be ‍the most popular platform among ⁢young people, it still ​plays a significant ​role in their lives. By understanding how young ⁤people use Facebook⁣ and adapting to their needs, the​ platform can remain relevant and appealing to younger⁣ generations.

Keywords: Facebook, social media,‍ younger ‍generations, teenagers, social network, online presence, platform, marketplace, groups, content recommendations, AI algorithms, video content, creators, payout ‌model.

Meta description: ⁢ Despite concerns about its appeal to teenagers, Facebook remains ⁢a ​vital platform for younger generations, offering practical features like marketplace and groups that cater to their needs.

Header tags:

H1: Facebook’s Surprising Relevance to Younger Generations

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Alienate its existing user base.

The Evolution of Facebook: How Younger Generations Use the Platform Differently

Although only a few percent of 13-17 year olds visit Facebook daily, the situation is not as dramatic as it may appear at first glance. According to data from 2024, the world’s largest social network, with three billion monthly users, does not lose its position. It’s likely that concerns about appealing to the younger generation are more part of Facebook’s larger plan than an alarm bell.

Facebook, contrary to what is imagined, is not at the margins of young people’s lives. It’s just that young people don’t come to Facebook to have fun, but to take care of business – to sell things or get the necessary information. These two aspects, together with greater attention to creators and better content recommendations, should become the main trump cards in order to change one’s image in the eyes of young people.

Repulsed by “Adulthood”

Facebook began as a youth club for US university students in 2004. However, after the platform became popular, older people began to flock to it, seeing an opportunity to revive relations with distant relatives and classmates who had not seen each other for many years. The large number of older users has changed Facebook dramatically. Political advertising, speeches on important topics, and adults sharing anecdotes and jokes of their time have led to the platform being perceived as a gathering place for 40- and 50-year-olds.

Groups and the Marketplace are Still Relevant

Despite Facebook’s current image, its groups include a large percentage of young people. Unable to find an answer in a Google search, young people actually rush to specialized Facebook groups first. With the help of other people, they are here to quickly solve their problems, which can be very diverse – from tax payment uncertainties to sensitive health issues.

Another important functionality that may have contributed significantly to the fact that the share of young people using Facebook from 2022 to 2023 did not fall, but grew by one percent, is the marketplace of this social network. Ironically, this classifieds site has been popularized by YouTube and TikTok videos showing how it can be used to purchase items inexpensively, minimally restore them, and use them in your home, or simply sell them for a higher price. Buying on Facebook Marketplace is popularly considered a smart decision.

Facebook’s Business Model

The reason Facebook hasn’t tried to win back the youth by offering new content formats, artificial intelligence (AI) filters, and other features that appeal to younger audiences likely lies in the company’s business model. Meta, which owns Facebook, makes its main income from selling advertising, and many of the businesses that buy it are not interested in teenagers, who typically don’t have a lot of income yet. Therefore, it is very likely that Facebook was reluctant to experiment, fearing that innovation would