Can New Facebook Features Attract Gen Z?

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“This isn’t your mom’s Facebook.”

This provocative claim echoed during a recent Facebook event aimed at younger creators in New York City this summer, emphasizing the platform’s attempt to rekindle its appeal among Gen Z. However, can Facebook effectively shift its image to attract this generation? As the renowned platform reaches its 20th year, capturing Gen Z’s interest becomes crucial, especially when only 52% highlight it as their favorite social destination. Furthermore, merely 33% of teens aged 13-17 actively engage with it.

Conversely, platforms like TikTok appear to dominate, with 72% of Gen Z favoring it and 63% engaging regularly. Given these trends, the question arises: can Facebook genuinely redefine itself to become a Gen Z favorite?

Unpacking Why Gen Z Avoids Facebook

Addressing this challenge starts with understanding Gen Z’s rationale for steering clear of Facebook. According to Reece Callaway, Brand and Social Content Manager at HubSpot, the disconnect lies in the content offered. “Facebook predominantly showcases posts from Millennials and Gen X, which doesn’t resonate with Gen Z,” Callaway notes. “This generation seeks cutting-edge, culturally significant content, and Facebook isn’t delivering it.”

This feedback hints at Facebook’s attempts to rebrand itself as a “cultural hub,” aiming to attract younger audiences. While a culturally relevant platform is appealing, it’s not a simple task.

The Gen Z Angle on Facebook

Among the Gen Z crowd, Justina Thompson, Associate Marketing Manager at HubSpot, highlights another reason for Facebook’s challenges: its family-oriented vibe. “My early experience with Facebook was monitored, focusing on family and friends also under parental watch,” reflects Thompson. “Eventually, I sought greater independence online, which Facebook didn’t offer.”

This sense of craving autonomy stirs many to move towards platforms like TikTok, providing users with the freedom to forge connections without preconceived notions. As Thompson puts it, “Platforms like TikTok and Instagram show that connections can form without familiar boundaries.”

Considering a Potential Facebook Rebrand

Can Facebook reinvent itself successfully? It’s plausible, but the challenge is immense. According to Thompson, focusing on platforms like Facebook Marketplace could yield positive results. “Investing in features like Marketplace, which I’ve personally had positive experiences with, could be beneficial,” she suggests.

Studies underscore that social platforms are pivotal for Gen Z product discovery, with 43% reportedly purchasing via these channels in recent months. Facebook’s recent strategy includes leveraging Marketplace to draw more Gen Z users as its principal appeal.

Though revitalizing certain features may offer hope, Thompson emphasizes that all features must cohesively work together, much like TikTok’s seamless integration of monetization efforts.

Facebook confronts tough competition; platforms like TikTok already engage Gen Z intensely. As Callaway points out, convincing this demographic to pivot platforms presents a formidable challenge given Facebook’s 20-year-established reputation.

Finding the Formula to Win Back Gen Z

Facebook aims to allure Gen Z by prioritizing three areas: feeds, reels, and creators. Their strategy involves promoting pertinent content such as Marketplace, Dating, groups, and events to capture Gen Z’s attention.

Thompson supports this approach, acknowledging the value of Facebook Marketplace. Both she and Callaway agree that attracting popular Gen Z creators to consistently produce content could shift preferences towards Facebook. Nevertheless, offering distinct features, not mere duplications from competitors, is crucial to distinguish the platform.

Thompson recommends three potential features that might intrigue Gen Z:

• A customizable timeline: “Allow Gen Z to tailor their timelines to filter out irrelevant posts while accessing the content they genuinely want.”
• Facilitated content monetization: “Considering TikTok’s Creator Fund’s stringent criteria, Facebook could offer more accessible guidelines.”
• Innovative app integrations: “Similar to TikTok’s seamless integration with editing apps, enabling quick, ready-to-post content on Facebook would be appealing.”

These innovations could pave the way for re-establishing Facebook as a dynamic and engaging platform for Gen Z.

Can Facebook and Gen Z Find Common Ground?

Thompson highlights Gen Z’s evolving priorities, emphasizing a desire for unfiltered access to valuable information while enjoying life. The journey is challenging, but with strategic refinements and insights from competitors, Facebook could bridge this gap and emerge as compelling for Gen Z.

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