In a bid to regain its relevance among younger users, Facebook has launched a major redesign, aimed specifically at Gen Z. The platform’s user base among teens in the U.S. has declined significantly, prompting parent company Meta to introduce features that will help Facebook compete with social media giants like TikTok and Instagram. These updates include new tabs, enhanced community tools, and a focus on local content and video.
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, now being tested in cities like New York and Austin, aggregates content from Facebook’s Marketplace, Groups, and Events, encouraging users to discover nearby activities, buy/sell items, and connect with their communities. This feature is designed to boost local engagement, making Facebook a go-to platform for neighborhood updates. Meanwhile, the Explore tab offers personalized content tailored to niche interests like DIY projects and travel tips, utilizing a Pinterest-like layout to deliver curated recommendations. Lastly, recognizing the growing popularity of video content, Facebook has introduced a full-screen video player for Reels, long-form, and live videos. With younger users reportedly spending around 60% of their time on video, this update aims to enhance video consumption and cater to the platform’s younger audience
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 provides opportunities for local businesses to connect more directly with nearby customers, while the full-screen video player encourages brands to create more immersive video content to capture Gen Z’s attention.
With Facebook’s renewed push into video content and community-building features, brands that create highly engaging, authentic video content—whether it’s user-generated, influencer partnerships, or behind-the-scenes footage—will likely see increased engagement. Additionally, local businesses can utilize the new tabs to offer targeted promotions and events to users in their area.
