Meta Shifts Focus to Engage Young Adults Through New Connections

Meta, Facebook’s parent company, is shifting its focus toward engaging young adults by promoting new connections rather than just maintaining existing ones, according to Tom Alison, head of Facebook at Meta.

Alison explained that Facebook attracts younger users during life transitions, such as moving to a new city or becoming parents. For example, people use Marketplace to furnish new apartments and join parenting groups when starting a family.

To better cater to this demographic, Facebook introduced two new features, “Local” and “Explore” tabs, being tested in select regions. The Local tab highlights nearby events, community groups, and items for sale, while the Explore tab suggests content based on user interests.

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This shift is vital as Facebook faces fierce competition for younger users’ attention, particularly from which has 150 million U.S. users.

Meta responded by launching Reels in 2021, with data showing that 60% of young adults on Facebook spend their time watching videos, and over half watch Reels daily.

Additionally, Facebook’s dating feature, launched in 2019, has seen a 24% increase in conversations among young adults in the U.S. and Canada over the past year.

The company’s vision was summed up at a recent event in Austin, Texas, with the slogan: “Not your mom’s Facebook.”