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Facebook Plans for the Future, Refocusing on Young Adults

Facebook is pivoting its focus towards young adults in a long-term strategy to adapt to the future, fighting against the significant threat its aging user base poses. This increased effort and shift in strategy is part of Facebook’s plan to combat Snapchat and TikTok’s growing popularity amongst teens and the decline in the number of teens signing up for its platforms.

Instagram has long served as the company’s product aimed towards younger demographics, with Instagram Reels acting as the primary driver of youth engagement on the platform. In the past, Facebook relied on adding features that mimick rival apps, TikTok and Snapchat, including Instagram Reels and Stories. But as third-party data suggests, these moves weren’t enough, and Facebook is starting to lose ground to its competitors.

In a move to address these challenges, Axios reports that “on an earnings call with investors, CEO Mark Zuckerberg said Facebook will be ‘retooling’ its team to make ‘serving the young adults their north star, rather than optimizing for the larger number of older people.'” Facebook hired a 100-person team to make the app more appealing to younger users in a move supporting this strategy. 

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Katie Castigliola
by Katie Castigliola


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