Facebook is making significant updates to attract a younger audience, aiming to compete with TikTok, Instagram, and other social media apps. Parent company Meta announced a series of updates, focusing on local community features, video content, and Facebook Groups. These changes, revealed at a pop-up event in Austin, are part of Meta’s broader effort to reverse the decline of Facebook’s popularity among teens and young adults.

The updates come as Facebook’s brand continues to lose ground—especially with younger users, whose participation has dropped significantly in recent years. As part of the redesign, Facebook aims to create a more dynamic, community-focused platform.

  • Local Tab: A new “Local” tab will centralize local content from Marketplace, Groups, and Events, helping users discover nearby activities and hot spots. Initially available in select cities like New York and San Francisco.
  • Explore Tab: A new tab for personalized recommendations, showcasing content based on user interests, from travel tips to DIY hacks, similar to Pinterest.
  • Video Enhancements: The Video tab will be revamped to showcase short-form, long-form, and live videos in one place, with Reels gaining a more prominent spot.
  • Facebook Groups: Group AI will help members find answers to frequently asked questions, and Facebook Events will offer curated event notifications based on users’ interests.
  • Facebook Dating: A new “Matchmaker” feature will let friends swipe on potential matches, reflecting a growing trend in group participation in online dating.
  • AI Integration: Meta is rolling out new AI-powered features like “Imagine Yourself” for image generation in Stories and comments, as well as Messenger updates to include status bubbles and a Communities feature.

These updates are designed to appeal to young adults, particularly those in their 20s, who are increasingly using Facebook for practical services like Groups and Marketplace, rather than purely social interaction. The platform’s pivot towards more entertainment and community-based offerings shows a strategic shift to retain users in an evolving digital landscape.