Facebook is targeting young adults to increase its user base, and the social media giant claims that it’s succeeding. In a recent press release, the company announced that more than 40 million people ages 18 to 29 in the US and Canada are “daily active users” on Facebook, marking the highest usage for this demographic in three years. This comes after five quarters of strong growth in young adult app usage.
The company has been working to attract these young adults by focusing on ways for content creators to monetize their work and expanding its services. For example, Facebook Marketplace allows users to buy and sell items directly on the platform, while Facebook Dating helps people find compatible partners. Additionally, Reels and Groups provide users with a way to explore their interests and connect with like-minded individuals.
However, despite these efforts, Facebook still has work to do to catch up with other popular social media apps among young adults. According to a Statista survey of over 60,000 respondents from 2022 to 2023, Snapchat, TikTok, and BeReal are the leading apps for this age group. Instagram and Reddit followed closely behind, while X and Pinterest rounded out the top nine social media platforms mentioned in the survey. Despite ranking second-to-last among these platforms, Facebook remains a popular choice among communities of US adults according to a spokesperson who spoke with Business Insider.
