To regain relevance with younger users, Facebook has launched a major redesign aimed at Gen Z. Facebook’s teen user base in the U.S. has declined, leading Meta to introduce features to help it compete with TikTok and Instagram. These updates include new tabs, community tools, and a focus on local content and video, as part of the Facebook Gen Z strategy.

Key Features of the Redesign

Facebook’s recent redesign introduces several new features aimed at engaging younger users and fostering local connections. The Local tab, currently tested in cities like New York and Austin, aggregates content from Facebook’s Marketplace, Groups, and Events. It encourages users to discover nearby activities, buy/sell items, and connect with their communities. This feature aims to boost local engagement, making Facebook a go-to platform for neighborhood updates. The Explore tab offers personalized content for niche interests, such as DIY projects and travel tips. It uses a Pinterest-like layout for curated recommendations. Lastly, Facebook has introduced a full-screen video player for Reels, as well as long-form and live videos. With younger users spending around 60% of their time on video, this update targets the platform’s younger audience as part of the Facebook Gen Z strategy.

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How This Redesign Impacts Marketers

Marketers stand to benefit from Facebook’s redesign, especially with the enhanced focus on local content and video engagement. The Local tab connects businesses with nearby customers. The full-screen video player encourages brands to create immersive content for Gen Z.

With Facebook’s focus on video content and community-building, brands that create engaging, authentic videos—like user-generated content, influencer partnerships, or behind-the-scenes footage—will likely see more engagement. Additionally, local businesses can utilize the new tabs to offer targeted promotions and events to users in their area.