Meta, the parent company of Facebook, has announced ambitious plans to revitalize its flagship social media platform by 2025. This move aims to bolster Facebook’s competitiveness against the rising popularity of TikTok, especially among younger users. The decision follows a notable decline in Facebook’s usage among U.S. teenagers, which has plummeted from 71% in 2014-2015 to a mere 33% in 2024, as per a Pew Research survey. Meta’s strategic overhaul seeks to address this decline and recapture the interest of Gen Z users who have increasingly migrated to other platforms.
Mark Zuckerberg, CEO of Meta, has hinted at a "return to OG Facebook," focusing on bringing back the platform's original features and user experience. This initiative is part of broader efforts to enhance Facebook's appeal by emphasizing local community information, video content, and Facebook Groups. These changes aim to rejuvenate the platform's cultural influence and make it more attractive to younger demographics. Zuckerberg stated that the new product changes are expected to begin rolling out within the next six months.
"I think there are a lot of opportunities to make [Facebook] way more culturally influential than it is today." – Mark Zuckerberg
The decline in Facebook's popularity among teens poses significant challenges for Meta, as it strives to reassure investors despite dwindling user engagement. To combat this issue, Meta has shifted its focus from traditional per-app metrics, such as daily and monthly active users, to broader statistics like family daily active people and family monthly active people. This strategic pivot reflects Meta's desire to distance itself from metrics that highlight Facebook's declining user base.
In an effort to recapture its original allure, Meta launched a feature called Campus in 2020, exclusively targeting college and university students. This move sought to recreate Facebook's initial sense of exclusivity, reminiscent of its early days when it primarily catered to academic communities. Despite these efforts, the rise of TikTok remains a formidable challenge. Gen Z users reportedly spend twice as much time on TikTok, Instagram, and Snapchat compared to the overall U.S. adult population, underscoring the competitive landscape Meta faces.
"I think some of this will kind of get back to how Facebook was originally used back in the day." – Mark Zuckerberg
In response to these challenges, Meta has embarked on a Gen Z-focused redesign of Facebook. This redesign promises to integrate features that resonate with younger users while retaining elements that continue to appeal to existing audiences. Original features like Facebook Marketplace remain popular among some users, providing a foundation upon which Meta can build its refreshed version of the platform.
Zuckerberg's vision for 2025 includes not only a return to Facebook's roots but also a renewed emphasis on creating a culturally significant platform. By enhancing local community engagement and prioritizing video content, Meta hopes to position Facebook as a relevant and vibrant space for social interaction.
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