Facebook Aims to Win Back Younger Users with Local and Entertainment Updates
Oct/10/2024
Facebook is seeking to recapture the interest of younger users, following a recent uptick in activity among young adults across the US and Canada, with daily users now reaching 40 million. The platform's resurgence is linked to its expanded use of AI-recommended content, driving higher engagement, particularly with Reels, which saw a 20% increase in consumption. To capitalize on this trend, Facebook is testing new “Local” and “Explore” tabs in major US cities, designed to connect users with community activities, groups, and Marketplace deals. The updates reflect a broader strategy to compete with TikTok by emphasizing local engagement and entertainment, moving beyond the platform's friend-centric origins. With only 33% of US teens on Facebook in 2023, down from 71% in 2014, the company is adapting to changing expectations as it strives to attract the next generation of users.
