Facebook's Challenge with Gen Z Engagement

Facebook is attempting to engage Gen Z users by promoting features that help them navigate adulthood, such as Facebook groups for social connections and Marketplace for shopping. Despite efforts to attract younger audiences, the platform has seen a significant decline in usage among tweens and teenagers, dropping from 71% to just 33% over the past decade. However, data suggests that young adults in their 20s are starting to adopt Facebook more, with forecasts indicating a potential increase in Gen Z users in the coming years. The challenge remains that despite these users joining, their engagement time on the platform is decreasing, with forecasts predicting an average of just nine minutes per day by 2026.