Facebook is making a concerted effort to attract younger users to its social network, as it has seen its user base grow older over time while struggling to appeal to the next generation. To do this, Meta (Facebook’s parent company) announced a series of updates and new features at a Facebook IRL pop-up event in Austin, Texas.
Key Points:
- Local Tab: New tab that aggregates local content from Marketplace, Groups, and Events.
- Local Content in Feed: New swipeable section in the Facebook Feed highlighting local events, groups, people, Marketplace items, etc.
- Explore Tab: New personalized recommendations tab, similar to Pinterest or Lemon8. Includes “For You” and “Nearby” content sections.
- Video Updates: Full-screen video player for short-form, long-form, and live videos
- Facebook Events: Weekly and weekend event digests sent via notifications
- Facebook Groups: “Group Q&A” AI feature to help answer frequently asked questions
- Facebook Dating: Matchmaker feature allows friends to set you up with potential matches
- Other AI Features: “Imagine Yourself” image generation in Feed, Stories, and profiles
- Messenger Updates: “Notes” feature to share status update “Communities” for interest-based group chats
The overall goal is to make Facebook more appealing to younger, Gen Z users who have gravitated away from the platform in recent years, by emphasizing local engagement, video, groups, dating, and new AI-powered experiences.
The redesign will put a greater emphasis on local community information, videos, and Facebook Groups - areas where the company has found younger users are still engaging with the platform. A new “Local” tab will aggregate content from Marketplace, Groups, and Events into a single section, highlighting nearby activities, local groups, and recommendations.
The Facebook feed will also surface more local content, while a new “Explore” tab will use algorithms to serve up personalized recommendations beyond just entertainment, connecting users to niche interests and communities.
Video will get a bigger spotlight, with the Video tab offering a full-screen experience for short-form, long-form, and live videos. Facebook notes that young adults already spend nearly 60% of their time on the app watching videos, with over half viewing Reels daily.
Facebook Events and Groups are also being updated. Events will provide weekly and weekend digests of upcoming happenings, and users will be able to invite their Instagram followers. An AI-powered “Group Q&A” feature aims to help members find answers to frequently asked questions.
To further its online dating ambitions, Facebook Dating is adding a “Matchmaker” tool that allows up to 5 friends to swipe on potential matches for you. The company says dating conversations on the platform have increased 24% year-over-year among young adults.
Other AI-powered features are being integrated across Facebook, including image generation in the feed and automated comment summaries. Messenger is also gaining new capabilities like a “Notes” feature to share status updates and a “Communities” section for interest-based group chats.
Overall, the changes represent Facebook’s attempt to make the platform more appealing to younger users who have gravitated towards TikTok, Instagram, and other social apps in recent years. By emphasizing local engagement, video, groups, and dating, Facebook hopes to position itself as a more well-rounded and entertaining social experience for the next generation.
In case you haven’t seen the event, it’s still going on at 5th Street in Austin.
Event Info: Facebook Pop-Up Experience
Date: Friday, October 04, 2024 Time: 12:00PM - 6:00PM Location: 1100 E 5th Street, Austin, TX 78702
This event promises to bring the Facebook experience to life with a variety of interactive activations and experiences:
- Meet Facebook Group members, connect with content creators, and discover Facebook Marketplace finds
- Enjoy custom treats like cake and ice cream at the Facebook Dating Café while making new connections
- Unleash your creativity at the Paint Your Pot station and take home a mini succulent
- Get a custom hat made with cool pins or hot iron branding
- Snap a new profile pic at the Marketplace Portrait Studio with surprise giveaways
- Relax in the Hi-Fi Lounge and groove to retro vinyl music
- Get a fun, temporary airbrush tattoo inspired by Austin and music
- Use Meta AI to manifest your wildest dreams and add them to a growing gallery
- Hang out in the Facebook Dating Courtyard with food, drinks, and a live music performance
- The event is open to the public, 18+ only. Attendees can register for expedited entry. Overall, it promises to be an immersive, creative, and social experience bringing the Facebook brand to life.