Why Facebook Is Struggling to Attract Young Adults

Facebook, once a powerhouse of social media, finds itself in a challenging position as it struggles to attract the attention and engagement of younger audiences. This article examines the reasons behind this shift, drawing insights from teen users and demographic statistics.

The Current State of Facebook Among Teens

According to my interactions with my older teen students, it's evident that the majority do not have Facebook accounts, or if they do, they use it sparingly for limited purposes such as the marketplace. The reasons given by them are diverse and reflect the changing landscape of social media consumption among young adults:

Facebook is perceived as an outdated platform, belonging to the 'millennial and even boomer' social media era. Its outdated image and stored pages from the past (often referred to as 'remember when' pages) alienate younger users. The inconsistency and lack of transparency in Facebook's content moderation policies frustrate teens. They feel that the platform bans them for trivial reasons while allowing extreme content from neo-Nazis. To teens, Facebook is primarily seen as an advertising platform, with virtually no emphasis on genuine human connection or user-generated content. Competing platforms like Instagram, TikTok, Snapchat, and others offer more engaging and visually appealing features, making them more attractive to young users. The perception that Facebook is for older adults, who are often focused on staying connected with family rather than engaging with digital content, does not align with the interests of younger generations.

Evidence from Statistocals

As of fall 2021, just 27% of surveyed teens reported using Facebook at least once a month, down from 60% in spring 2016. This decline underscores the growing disconnect between Facebook and younger audiences, whose preferences are rapidly evolving.

Platform Comparison and Preferences

Young people have a range of platforms they prefer over Facebook:

TikTok: The most popular, which is noted for its short-form video content and strong community engagement. Fortnite and Roblox: Popular games among children and teenagers for their immersive 3D environments and social features. Discord: A favored platform for communities, particularly among gamers, for its customizable features and focused conversation threads.

The younger generation's preference for these platforms is driven by a desire for interactive, engaging, and visually appealing content, which is often lacking on Facebook.

Strategic Efforts by Social Media Companies

Despite the challenges, social media companies continue to make strategic efforts to attract young demographics:

Facebook: Attracting younger users with services like Messenger Kids (for children 6-12 years old) and Instagram (for those 13 and older, or Instagram Kids if launched). The goal is to retain these users as they age and shift their usage to Facebook over time. Instagram: With over one billion users, it remains the most popular social network, providing a platform for self-expression and community building that caters to young adults.

The allure of securing young users for the long-term is emphasized by the commercial advantage of having a loyal user base that shifts its age demographic with the company.

Regulatory Landscape

The shift in Facebook's usage among teens has also been influenced by regulatory changes. The United Kingdom's plan to introduce an online safety bill aims to protect users from harmful content. This places increased scrutiny on Facebook's product launches targeted at young people, both through its main platform and ancillary apps like Instagram and WhatsApp.

Conclusion

The decline of Facebook among teens is a multifaceted issue, driven by shifts in technology, user preferences, and regulatory pressures. As the social media landscape continues to evolve, Facebook must adapt its strategy to regain the attention and engagement of younger audiences.