Facebook Introduces New Community And Video Features To Attract Gen Z's Attention

Facebook added a new feature to attract Gen Z (photo: x @webINKspark)

JAKARTA Facebook, a social media platform that used to be a favorite for users to communicate with family and friends, is now trying to attract the attention of the younger generation by introducing new features that are more relevant to their lifestyle. Meta, Facebook's parent company, seeks to change the image of the platform that has been better known as a gathering place for parents and grandparents.

Tom Alison, Facebook's head on Meta, said Facebook's new focus was on helping users expand their social networks.

"We see young people turning to Facebook as they face a life transition, such as moving to a new city or being parents," Alison said in Austin, Texas, ahead of a special event for content creators.

In the event, Facebook announced the launch of two new tabs, namely Local and Explore, which are currently being tested in several specific cities. The Local Tab features nearby events, community groups, and local goods sold, while the Explore tab recommends content based on user interests.

This move is important for Facebook to compete with other platforms like TikTok, which is very popular with Generation Z with 150 million users in the US. Facebook has also launched a short video feature called Reels in 2021 to rival TikTok. According to company data, 60% of the time young people spend on Facebook is to watch videos, and more than half of them watch Reels every day.

In addition, Facebook will also roll out an update on the video tab, which will incorporate short, live, and long video videos in one place. Facebook's dating feature is also experiencing an increase with 24% more conversations starting with young people in the US and Canada than last year.

In a pop-up event in Austin, Facebook confirmed its new direction with the slogan: "Not your mom's (Facebook)" which emphasizes shifting the image of the platform to better suit the younger generation.