NAIROBI, Kenya – For years, Gen Z in Nairobi, like many of their peers worldwide, either skipped Facebook altogether or abandoned their accounts shortly after signing up.
Facebook, once a digital haven for the young and trendy, has faced an exodus of younger users over the last decade. But Meta, Facebook’s parent company, is determined to change that narrative.
A Surge in Young Adult Users
On May 31, Meta announced that Facebook is now attracting its highest number of young adults in three years.
This marks a significant milestone for the platform. The growth is a result of Meta’s efforts to make Facebook more appealing to younger users who have flocked to TikTok.
Facebook, launched in a Harvard University dorm room in 2004 by Mark Zuckerberg, quickly became the go-to social network for college students and young adults.
It amassed 50 million users within its first three years and now boasts 3.2 billion users globally.
Despite this success, Facebook’s appeal to younger demographics waned as it became known as a platform for older generations.
The Teen Exodus and Meta’s Strategy
Back in 2012, a Pew Research survey found that 94pc of teens had a Facebook account. Fast forward to 2021, and only 27pc of adolescents reported being on the platform, according to a survey by Piper Sandler.
The dramatic decline underscores the challenge Facebook faces in regaining the trust and interest of younger users.
Facebook CEO Mark Zuckerberg has made it clear that recapturing the young adult demographic is a top priority. On a recent earnings call, he emphasized that “serving young adults is the north star” for the company.
Competing with TikTok and Snapchat
Meta’s struggle isn’t just about losing users; it’s about fierce competition from platforms like TikTok and Snapchat. Many of the younger users prefer having accounts on these platforms.
This is also true for the Nairobi social media scene for teen audiences which is dominated by Tiktok and Snapchat, overshadowing Facebook’s presence as the go-to app for quick, fun interactions and trend-driven content.
Despite this, Meta is not backing down. The company is rolling out features and strategies aimed at making Facebook more engaging for young adults.
From enhancing video content to integrating more interactive elements, Facebook is working hard to reclaim its status as a relevant and fun platform for Gen Z.
The Nairobi Perspective
In Nairobi, the story mirrors the global trend. Young people have largely dismissed Facebook, favoring platforms that offer quick, engaging content.
However, with Meta’s renewed focus on attracting young users, there’s a possibility we might soon see Nairobi’s Gen Z rediscovering Facebook.
A New Era for Facebook?
As Facebook marks its 20th anniversary, the platform is at a crossroads. With concerted efforts to make the app more attractive to young adults, there is a potential for a revival.
By addressing the needs and preferences of Gen Z, Meta hopes to turn the tide and bring a new generation of users back to its flagship app.
Will these efforts be enough to make Facebook cool again? Only time will tell. But one thing is certain: Meta is committed to the challenge, and the battle for Gen Z’s attention is far from over.
