FACEBOOK WANTS TO BRING BACK YOUNGER USERS

For several years, Meta has emphasized that "young adults" are key to the future of its Facebook network. This is why Meta is introducing a series of changes to attract younger users to spend more time on this 20-year-old social platform.

The updates include a new "Local" section in the Facebook app, aimed at displaying information relevant to local communities, a renewed focus on events planned through the service, and a new "Communities" feature for Messenger. Meta claims these changes will help young adults "explore their interests and connect with the world beyond their close friends."

Highlighting events is not a completely new strategy for the company. In 2016, they launched a standalone events app, which was later rebranded to focus on local businesses and happenings, but it was quietly shut down in 2021. This time, Meta is taking a slightly different approach—the new "Local" section will feature Marketplace ads, Reels, and posts from Facebook groups, alongside a list of events in your community.

Along with the "Local" section, the company is working to make events more visible on Facebook. Personalized event recommendations will now appear as weekly and weekend overviews through in-app notifications. Additionally, users can send Facebook event invitations to their Instagram contacts, as well as via SMS and email.

Facebook Groups, which Meta claims are among the most popular features with young adults, are also receiving attention in this update. Meta is experimenting with a "customizable AI bot for groups" that allows admins to create a bot capable of chatting with members and answering questions based on group posts. Elsewhere in the app, Meta is testing an "Explore" section similar to Instagram's, as well as a dedicated space for Reels within Facebook.

On Messenger, Meta is introducing a new "Communities" feature, a concept previously rolled out on WhatsApp. Communities allow "small and medium-sized" groups to organize their conversations and interact similarly to Facebook Groups. Members can create chats based on topics, and the feature includes built-in moderation and administration tools.

These changes are part of Meta’s broader effort to attract younger users back to its platform with features tailored to the way they engage with social media. "Facebook is still for everyone, but to build for the next generation of social media users, we’ve made significant changes with young adults in mind," wrote Tom Alison, head of the Facebook app, in May.

Whether Meta’s latest efforts will succeed remains uncertain. The company reports having more than 40 million young adult users in the U.S. and Canada, the "highest number in more than 3 years." However, this is still a relatively small percentage of the total user base in the region, and an even smaller portion of its global users.