Meta's Big Push to Attract Gen Z

July 1, 2024

Facebook (owned and operated by Meta Platforms, Inc.) is on a mission to reshape their image. Known primarily as a platform for older generations, it's now setting its sights on attracting Gen Z, the dynamic and digitally savvy generation that makes up over 20% of the U.S. population.

The Challenge - Facebook’s Image

Let's face it — when you think of Facebook, you might think of grandparents sharing family photos or parents posting updates about their day. For years, Facebook has been seen as the social media hub for the older generations, as it was one of the first to rise to popularity. Meanwhile, more recently created platforms like TikTok captivate younger audiences with their trendy features and short-form content. Facebook realizes that if they don’t appeal to younger generations, their business will suffer, so here’s what they are doing about it.


How is Facebook Adapting to the Times?

1. Mirroring TikTok’s Short Videos with Facebook Reels

Facebook has taken a page out of TikTok’s book and created their own “Reels”. Reels allows users to create, share, and browse short form videos (up to 90 seconds). These short videos are engaging and easy to consume, making them perfect for Gen Z, who crave quick, entertaining, yet informative content. With Reels, Facebook hopes to capture the attention of young users who love scrolling through bite-sized content.

2. Pushing Facebook Marketplace as the Hottest Virtual Thrift Store

Gen Z loves a good bargain, and Facebook is leveraging this by promoting Facebook Marketplace as the go-to place for thrifty shopping. The Marketplace offers a convenient platform for buying and selling second-hand items. With sustainability and budget-consciousness being significant values for Gen Z, thrifting is more than a trend — it’s a lifestyle. Facebook is tapping into this by making it easy to find great deals on everything from fashion to furniture, right within the app.

3. Monetization for Content Creators

Since Gen Z are more likely to be on platforms such as YouTube, Instagram, and TikTok, they might not realize the audience size and potential for content creators to make a living posting to Facebook. Facebook has expanded its creator monetization tools in an attempt to become a more enticing platform for influencers to post to. Ironically, Facebook's demographic of 25-44 year olds give influencers the opportunity to reach a demographic that may not be in their current audience. Facebook’s monetization strategy is likely to strike a chord with Gen Z, as many of them are interested in influencer roles, and see it as a respectable career choice.


The Future of Facebook - Will it Work?

The big question remains — will these changes be enough to bring Gen Z to Facebook? Only time will tell. What’s clear is that Facebook is making bold moves to stay relevant in an evolving social media landscape. By adopting features that resonate with younger audiences and promoting spaces that align with their values, the platform is taking significant steps towards bridging the generational gap.

Whether you’re a seasoned social media user or a newcomer, keep an eye on Facebook’s transformation. It’s an exciting time to see how one of the most established social media platforms adapts and evolves to meet the demands of a new generation.

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