In an attempt to reclaim its status as the go-to platform for young adults, Facebook is refreshing its offering with youth-focused features and an uptick in daily engagement among younger users. According to Meta, 40 million young adults are now active daily across the U.S. and Canada, marking a three-year high for the platform.
What’s Driving This Surge?
The rise in young users is largely attributed to the growing popularity of AI-recommended content, keeping users engaged longer. The spotlight on Reels, Meta’s short-form video format, has also played a pivotal role, with consumption up by 20% in recent months.
To capitalize on this momentum, Facebook is testing new features tailored to the preferences of young users, particularly college students who are looking to connect with local communities.
What’s New for Facebook?
- Local and Explore Tabs:
Facebook is rolling out two new tabs—Local and Explore—that aim to centralize content from Reels, Marketplace, Groups, and Events. The Local tab focuses on helping students and young adults find nearby activities, groups, and affordable finds on Marketplace. Meta’s goal is to position Facebook as the ultimate connection hub for students settling into new cities and campuses.While this feature is still being tested in major U.S. cities like New York, Los Angeles, and San Francisco, it has the potential to significantly boost relevance among younger audiences.
- Explore Tab:
This new feature highlights content from Pages users don’t follow, aligning with their interests. It helps younger users discover relevant content outside their usual network, making Facebook a more dynamic space for exploration.
Threads Introduces “Loops”
Meanwhile, Threads—Meta’s emerging microblogging platform—is working on a new feature called Loops. This upcoming update will allow users to organise their Threads into topic-based communities, reminiscent of X’s Communities. Loops aim to foster deeper, more targeted conversations, and could potentially increase engagement by offering users more relevant discussions in a structured format.
Though still in development, Loops could be a significant addition, particularly as more users gravitate towards private messaging and niche communities. Threads hopes to tap into this trend, helping users find their niche conversations and social circles within the app.
Instagram and TikTok Still Leading the Pack
According to a survey from Piper Sandler, Instagram remains the most-used social platform among teens, with TikTok gaining favour as a top entertainment source. Instagram’s growth is bolstered by its integration of AI-driven recommendations, much like Facebook, leading to increased user time on the app. Though TikTok takes the crown for teen engagement, Instagram still holds its own as the most popular social app by usage.
Interestingly, Snapchat has seen a slight drop in usage, while Pinterest and Facebook have enjoyed minor resurgences among this demographic.
WhatsApp and Private Messaging: The New Frontier
In line with the broader trend of users shifting from public posts to private chats, Instagram is testing a WhatsApp sticker for Stories. This feature allows brands to direct users into WhatsApp DMs, fostering more personal connections. With WhatsApp usage growing in the U.S., particularly for private conversations, this sticker is a savvy move for businesses looking to engage customers where they feel most comfortable: private messaging.
What Does This Mean for Marketers?
The overall shift toward AI-driven recommendations and private, niche discussions offers new opportunities for brands to connect with younger audiences. Whether it’s exploring Facebook’s new local features, utilising Instagram’s rising engagement, or experimenting with WhatsApp stickers, these updates point to one major trend—users want relevant, personalised experiences that allow them to engage on their terms.
Marketers should consider these shifts and look for ways to integrate local community-building and direct messaging into their strategies to meet users where they’re most active.
