This growth highlights Meta’s efforts to recapture young adults who have been migrating to TikTok. A company spokesperson reported “five quarters of healthy app usage growth” among young adults. At an event in New York, Meta’s head of Facebook, Tom Alison, explained that the anniversary made executives realize the need for evolution to stay relevant for the next generation. Alison recounted questions from young adults about whether Facebook was for their parents.
Alison also noted that young users often come to Facebook initially for sections like Marketplace, Groups, and Dating during key life moments, such as furnishing their first apartments, or meeting partners. While most of these sections do not feature ads, their usage drives overall engagement. Once on Facebook, users typically explore the Feed and Reels, Metaβs short video product similar to TikTok.
Founded in a Harvard dorm in 2004, Facebook quickly became the primary communication platform for a generation, amassing 50 million users within its first three years and now boasting 3.2 billion users globally. However, it became less attractive to the young users crucial for driving trends and ad sales.
A survey last year found that only about a third of US teens use Facebook, a sharp drop from surveys in 2014 and 2015. Meanwhile, the overall share of US adults using Facebook has remained steady at around 68% since 2016.
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