Gen Z has turned away from Facebook as social network struggles for attention

Facebook knows that it has been useful to compare with older people's attitudes. And no, they are not dead or doomed to failure, quite the contrary. It is part of the platform's desire to stamp out the perception that it is exclusively for the elderly, a belief held by young people in recent years.

Now, with its biggest competitor, TikTok, facing a major government clash over rising tensions. between China and the United States, Facebook sees an opportunity to position itself as a local alternative reliable. It is reports like Devin Walsh, a young American, who make the social network seem permanently outdated.

“I don't remember the last time I logged in. It must have been years ago,” said Walsh, 24, a Manhattan resident. Instead, she checks Instagram, also owned by Meta, Facebook's parent company, about five or six times a day. Certainly, TikTok has become the point of the younger audience, a social network that the algorithm does its beautiful work.

Over the years, Facebook has been notoriously cautious about disclosing specific data about its users, making it difficult to gauge its performance among young adults. However, outside researchers claim that platform engagement is declining in this younger group.

Facebook struggles to attract the attention of Gen Z

The Gen Z audience could be a real problem for Facebook within the next few years. Even more unlikely is that Walsh can't imagine a scenario in which Facebook, which she joined when she was in 6th grade, becomes a regular part of her life again. Possibly, other young people think like her.

“It's the brand image, right? When I think of Facebook, I think of old-fashioned, older people like parents posting photos of their children, random status updates and also political discussions,” said the young woman. North-American.

Facebook faces a peculiar challenge. Currently, 3 billion people check in monthly on the platform, which represents more than a third of the world's population. Also, 2 billion people log in daily. However, the problem is not for now, as the numbers may decrease during the next few decades.

For younger generations, like those just starting high school or already in high school, Facebook is definitely not where they want to be and maybe not even an option. Without the participation of this influential demographic, Facebook, which is still the main source of revenue for Meta, is in danger of becoming secondary.

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