Facebook rolls out new features in desperate attempt to win back Gen Z

Facebook knows too well its average users are, much like itself, a bit older compared to other platforms.

A few months back, the platform set out to bring Gen Z back into its open embrace by investing in Marketplace Groups and Facebook Dating.

Now, as we all sail hand-in-hand through this era of short-form video content and supporting local goings-on, Facebook is continuing its quest to once again be hip with the kids through two shiny new features:

Facebook is introducing a sleek, TikTok-esque video tab, and a brand-spanking new 'Local' tab.

'Wait', you say.

1) 'What's "Local"?' And,

2) 'Isn't there a Video tab already'?

And to that, I say,

1) 'Great question', and

2) 'Yes - we'll get to that in a mo'.

Facebook describes its Local tab (currently being tested across the US) as a place that 'pulls together the best local content' from across the app.

This includes places like Marketplace, Groups and Events.

Using your location, the new tab helps you find 'nearby activities, local groups offering free stuff or recommendations about neighborhood hot spots.'

This update also brings in a new swipeable section in the Feed. In theory, this can help you connect with people and find useful info if you've moved somewhere new.

As for the Video tab, I wasn't kidding about the TikTok aesthetic.

Right now, this tab looks like your regular feed, but with just videos. But in a few weeks, it'll take on a full-screen look that's nearly identical to Instagram. According to the platform, this will give Reels 'a more prominent home on Facebook.'

Seemingly aware of its more mature core audience, the platform is promoting the updated tab as a way to get recommendations and valuable advice. (Let’s just hope the memes and brainrot won’t deliver a stroke to any grandparents out there in Facebook land).

So... is Facebook becoming Instagram?

We don't think so.

Facebook's fundamentals haven't changed. So it's hard to tell if young adults will flood back to the platform (unless they're looking for some of that Meta money).

But if Gen Z does make their way over to Facebook, the Local tab could help you put your brand in front of nearby young people.

And if Reels make up a good chunk of your content, Facebook's increased support is definitely a plus.

By making your content more accessible across platforms, there's pretty solid odds your following could see a bump.

Last week, our big boss Stanley Henry talked a bit about how Meta platforms like Facebook, Instagram and WhatsApp are looking to be more 'creative' businesses like TikTok, rather just being about building connections.

And it's easy to see why. As Stanley said, 'Meta's losing out on the time and attention economy to TikTok.'

Think about it this way. Billions of social media users are craving an endless sea of short-form videos. So making them more accessible isn't just Facebook being pro-creator and listening to Gen Z.

It's just good business.

-Devin, Copywriter