Meta is making a fresh attempt to attract younger users to Facebook, aiming to divert their attention from platforms like TikTok, Instagram, and other social apps. On Friday, the company unveiled a series of updates to the aging social network, designed to spotlight local community content, videos, and Facebook Groups, among other features. In addition, products like Meta AI, Facebook Dating, and Messenger will also see enhancements.
The most prominent aspect of Facebook’s redesign, announced at a Facebook IRL pop-up event in Austin, is its shift towards entertainment, positioning the platform to compete with TikTok. The updates will also emphasize Facebook’s role in local communities. Beyond buy/sell groups, Facebook has become an essential hub for communication and coordination during events like natural disasters—recently highlighted by the response to Hurricane Helene. Given the increasing frequency of such disasters, these community-focused features are expected to grow in importance.
This revamp comes as Facebook’s reputation declines, prompting its rebranding to Meta in 2021, with a pivot towards the metaverse. The platform’s user base has been aging, and fewer young people are joining the network.
In the U.S., this trend is especially apparent. A Pew Research Center report revealed that only 33% of U.S. teens used Facebook last year, compared to 71% in 2014. Despite this, Meta remains optimistic. They’ve observed that younger adults, particularly those in their 20s, are engaging with Facebook for specific features like Facebook Groups and Marketplace. In fact, The New York Times noted how younger users are embracing Marketplace for thrift shopping rather than traditional socializing.
The latest updates aim to build on these trends, making Facebook more appealing to those looking for local connections and entertainment, rather than just a platform for social interaction with friends.
New Facebook Features
Facebook is rolling out a new “Local” tab, designed to consolidate local content from Marketplace, Groups, and Events into one place. In this section, users can discover nearby activities, browse local groups offering items for sale or free, find local recommendations for neighborhood hotspots, and more.
The “Local” tab will begin testing in select U.S. cities, including Austin, New York City, Los Angeles, Washington D.C., Chicago, Charlotte, Dallas, Houston, San Francisco, and Phoenix.
In addition to the new “Local” tab, Facebook will further highlight users’ local communities in other areas. A new swipeable section will appear in the Facebook Feed, showcasing relevant posts and information from the user’s area. This could include local events, Facebook Groups, notable people or businesses, Marketplace listings, and more.
Facebook is also introducing an “Explore” tab, designed to offer personalized recommendations powered by an algorithm. This tab will surface content that not only entertains but also connects users with specific interests. For example, users might discover tips for first-time travelers, DIY hacks for repurposing furniture, or marathon training groups.
The redesigned Explore tab will take center stage in the app, becoming the fifth button on the bottom navigation bar on iOS and the top bar on Android. Clicking it will bring users to a Pinterest-like page, reminiscent of Lemon8, ByteDance’s Instagram/Pinterest competitor. This page will be split into two sections: a “For You” feed tailored to the user’s interests and a “Nearby” feed that focuses on local content.
On the entertainment front, Facebook’s Video tab is set to receive an update in the coming weeks, featuring a full-screen video player where users can watch short-form, long-form, and live videos all in one place. This update will give Reels a more prominent presence, aligning with the growing video consumption habits of younger users. Facebook highlights that young adults now spend nearly 60% of their time on the platform watching videos, with more than half of them engaging with Reels daily.
Additionally, Facebook is rolling out updates to both its Events and Groups features.
Facebook Events will also receive an upgrade by offering users both a Weekly and Weekend Digest of upcoming events based on their interests. These will come via a Facebook notification, the company says.
Users will also be able to invite Instagram followers to events created on Facebook, as well as via SMS and email invites to those who have not registered an account on the site.
A new AI feature is coming to Facebook Groups, too. The “Group AI” offering will help members of groups find answers to questions — including those that have previously been asked. This addresses one of the bigger headaches for Group admins, who find that new people joining the group typically ask the same questions again and again. The feature will have to be enabled by a Group’s admin, which then introduces a chat-like interface where Group members can ask questions and be linked to relevant group posts. The test is currently rolling out in the U.S. and Canada.
The Groups update in particular targets a major area of Facebook for the next generation, as Groups now attract 1.8 billion users, and 25 million public groups are active every month, Meta notes.
In addition to making Groups’ content easier to find on a per-group basis, Facebook’s search results will also organize content from groups in a section titled “What people in groups are saying.”
Meanwhile, still hoping to build a space for online dating now that dating apps are passé, Facebook Dating will add a “Matchmaker” feature that will allow up to 5 friends to swipe through potential matches for you. The company says this feature was introduced because the company saw that Facebook Dating conversations had increased 24% year-over-year among young adults in the U.S. and Canada.
Other AI updates and new Messenger features
Overall, the changes across Facebook aim to make the network more appealing to the next generation of users, who use the site in a different way than the young adults who first joined the site in their youth, and are now approaching middle age. That includes embracing new technology, like AI.
A Meta AI-powered “Imagine Yourself” image-generation feature is being integrated into Facebook’s Feed, Stories, and on the user’s profile page, as previously announced.
Plus, AI comment summaries — appearing across public Groups, Pages, and Creators — have been rolled out. (We’d argue that they aren’t that useful, though, and detract from one of the more engaging Facebook experiences — scrolling through crazy comment sections!)
Related to today’s news, the Notes feature from Messenger, which lets you share your current status in a bubble above your profile, will arrive on Facebook, initially as a test. Messenger’s Memories feature, which resurfaces photos from past chats, is also beginning to roll out.
Messenger will additionally gain a new Communities feature, similar to WhatsApp, focused on letting people connect via their shared interests. These will offer an alternative to Facebook Groups and will include a shareable QR code for joining.
The changes also follow this week’s launch of a new monetization program for creators that lets them earn more from content formats across Facebook.
