Meta Platforms Inc., formerly known as Facebook, is currently witnessing a resurgence in its user base, particularly among young adults.
This marks a significant shift for the social media giant, which has been working to attract a younger demographic.
As Facebook celebrates its 20th anniversary, the company has revealed that over 40 million young adults aged 18-29 in the US and Canada are now daily active users on the platform.
This demonstrates a notable increase in app usage among this sought-after demographic, according to a Meta spokesperson.
The company’s efforts to regain the attention of younger users, who have been drawn to platforms like TikTok, have shown promising results.
Tom Alison, head of Facebook, highlighted the need for change at a recent event in New York, emphasizing the company’s commitment to remaining relevant for the next generation.
Alison pointed out specific features that are attracting young adults to Facebook, such as Marketplace, Groups, and Dating, which serve as entry points for users and contribute to increased engagement.
Additionally, Meta’s introduction of Reels, a response to TikTok’s short-form video format, has also been successful in capturing the interest of young adults.
Facebook’s journey began in 2004 in a Harvard dorm room and quickly gained popularity among college students.
However, over time, the platform’s hold on younger users started to weaken, leading to a decline in its user base within that demographic.
Despite this, Facebook has managed to maintain a relatively stable adult user base in the US since 2016.
The recent success in attracting young adults indicates a promising future for Facebook.
By adapting its features and prioritizing user experience for younger generations, the platform is showing its ability to evolve and reclaim its position as a leader in the social media landscape.
