In the latest edition of The Perspective, HubSpotters discuss Facebooks attempts to connect with Gen Z as the social media giant turns 20. Despite its longevity, Facebook struggles to attract younger users, with only 33% of teens aged 13-17 using the platform, compared to TikToks 63%. Facebook seeks to shed its image as a platform for older generations and outdated memes by positioning itself as a hub for culturally relevant content.
Reece Callaway, Brand and Social Content Manager at HubSpot, notes that the content on Facebook often resonates more with Millennials and Gen X, which deters Gen Z from engaging. Gen Z prefers platforms like TikTok that offer the latest culturally relevant content. Justina Thompson, Associate Marketing Manager at HubSpot, adds that Facebooks reputation as a family-focused platform limits Gen Zs ability to explore their identities online. Unlike TikTok, where users can interact freely without prior connections, Facebook maintains a sense of attachment to known communities.
For Facebook to attract Gen Z, Thompson suggests a rebranding that goes beyond changing the feed. Enhancing features like Facebook Marketplace, which is popular among Gen Z for product discovery, could be a starting point. However, Facebook must integrate its offerings cohesively, similar to TikToks approach. Callaway emphasizes the need for unique features and content from popular creators to make Facebook appealing to Gen Z over other platforms.
Facebook plans to focus on three areas to capture Gen Zs interest: the feed, reels, and creators. Highlighting content such as Facebook Marketplace, dating, and groups might draw younger audiences. Thompson suggests Facebook could benefit from customizable timelines, easier content monetization, and app integrations, aligning with Gen Zs interests in uncensored access to information and seamless content creation tools.
In summary, while Facebook faces significant challenges in appealing to Gen Z, strategic enhancements and learning from competitors like TikTok could potentially shift their perception. By understanding Gen Zs priorities and refining its platform, Facebook might bridge the generational gap and reestablish itself as a relevant social media space for todays youth.