In an effort to capture the attention of Generation Z, Facebook is revamping its app to cater to young adult users between the ages of 18 and 29. Tom Alison, the head of Facebook, emphasized the need to build for the next generation of social media consumers during a creator-centric event in New York City.

While Facebook, which turned Meta into a tech powerhouse, remains popular among older demographics, it has struggled to resonate with teenagers compared to its sister app, Instagram, and rival platform TikTok. According to a recent survey by Piper Sandler, only 32% of teens use Facebook monthly, while 80% use Instagram and 72% access TikTok.

However, Alison believes that Facebook can still appeal to users in their late teens and 20s who are experiencing various life changes. He pointed out that users in this age range are already using the platform for activities like shopping on the Marketplace and joining college groups to connect with new people.

To attract more creators to the platform, Facebook is improving its video capabilities through its short-form video platform, Reels, and enhancing its search function. The strategy seems to be paying off, with Alison reporting consistent growth among young adults in the US over multiple quarters. Additionally, Facebook users spend 60% of their time on the platform watching videos.

Facebook's user numbers took a hit in Q2 2022, prompting concerns about its future. However, the social network has been growing steadily since then, with quarterly growth reported from Q3 2022 through Q4 2023. Monthly active user numbers were not disclosed in the latest quarterly report.

Alison acknowledged initial concerns that the platform updates could alienate older users, but both the older demographic and the Millennials who joined Facebook when it debuted in 2014 have embraced the improvements. According to Alison, Facebook's willingness to adapt and evolve has contributed to its unique staying power.

As the social media landscape continues to shift, Facebook is determined to stay relevant by appealing to the next generation of users. With its revamped app and focus on the needs of young adults, the tech giant is hoping to attract Gen Z and solidify its position in the social media market.