What indie hackers can learn from Facebook's Gen Z
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Everything indie hackers can learn about Gen Z from Facebook's new redesign.
If cool is defined by what the younger generations do, it's been a while since Facebook could be considered "cool."
The social media pioneer is now just the fifth most used platform by Gen Z.
The stats get even worse the younger you go.
For example, only 33% of US teens between 13 and 17 are on Facebook.
This is obviously an existential threat for a social media platform. So Facebook is now trying to fix it with a Gen Z-focused redesign.
A local focus
It turns out that the 20-somethings still on Facebook use it primarily for Marketplace and Groups. Because of this, Facebook's main change is leaning into becoming a place for those seeking a deeper connection with their local community.
The main feature here is a new tab called "Local." What Local does is pull in local content from Marketplace, Groups, and Events so that users can easily find nearby events, local items for sale, and local recommendations. It'll look something like this.
Facebook is also adding a new section in the main feed that will showcase the best content from your local area. In other words, they are making it easier to find everything from local concerts to garage sales.
The other changes
In addition to the Local tab, Facebook is also:
Adding the Explore tab directly in the center of the app and turning it into something that looks a lot like Pinterest. Unsurprisingly, this Pinterest-like page will have a "For You" feed and local-focused "Nearby" feed.
Giving the Video tab a full-screen video player that gives users the ability to watch short-form, long-form, and live videos. Makes sense considering that Facebook claims young adults are spending nearly 60% of their time on the app watching videos, with more than 50% of them watching Reels daily.
Adding a personalized digest of upcoming events to the Events tab.
Adding an AI to Groups that helps members find the answers to questions. Did you know that Groups has 1.8 billion users and 25 million active groups? Me neither.
Giving Facebook Dating a "Matchmaker" function that enables up to 5 friends to swipe through your matches, an addition born from Facebook Dating conversations increasing 24% year over year.
Putting a Communities feature in Messenger which will let people connect via their shared interests.
Takeaways for indie hackers
Gen Z is on pace to become the largest, wealthiest generation ever, so it's worth learning what they want and how to sell to them. If Facebook is to believed, then it appears that Gen Z is hyperfocused on:
Scoring a deal.
Connecting with others in their local community.
Watching short-form videos.
Hanging out in groups online.
Online dating.
It remains to be seen if Facebook is right (after all, they put themselves in this youth predicament), but indie hackers would be wise to keep these trends in mind as Gen Z grows in prominence.
You left out the part where Zuck started sporting a curly mullet and gold chains.
I know that definitely makes me want to use Facebook more
I found this article insightful! Facebook’s redesign highlights how crucial it is for platforms to adapt to younger generations' needs. The focus on local connections and community engagement could set a great example for indie hackers looking to tap into Gen Z's interests.
Not a Genz, but as far as I'm aware, it became cluttered with spam and advertising and phased out proper communication tools, which is what younger people actually want. Great to see they're making changes, also the Zuck with the chains part, totally.
I am a GenZ, and honestly everyone just kinda migrated to Instagram and TikTok. There's not really any point of using Facebook, but we'll see
Great blog! Your insights on adapting to Gen Z trends are spot-on. I’ve also been using EchoAPI for API mocking—it’s streamlined my testing process, freeing up time to focus on building something that truly connects with my audience.
Facebook's Gen Z revamp is a great reminder that we indie hackers need to focus on local connections and short-form video content. As Gen Z leans into community and quick, engaging media, tools like zapcap can boost the trend because using AI to effortlessly create attention-grabbing shorts with captions, B-rolls, and sound effects. Perfect for keeping up with trends and staying relevant.
The changes Facebook is making to attract Gen Z highlight the importance of adapting to shifting audience preferences. By focusing on local engagement and video content, they are acknowledging how this generation values community connections. I believe indie hackers can take a cue from this approach by incorporating local elements and multimedia into their products or services to better resonate with younger audiences. This adaptation could lead to more meaningful interactions and growth opportunities in their businesses. Currently, my company, Sky Solution (a technology solutions provider), is primarily composed of Gen Z members who are dynamic and passionate. You can learn more about us at skysolution .com
This "Gen Z is on pace to become the largest, wealthiest generation ever" and "More than one third of 18 to 24 year olds reported no income through wages or a salary in 2022, according to a recent report out of the St. Louis Fed. That figure is up from about 22% in 1990." Source: https://www.axios.com/2024/05/11/gen-z-job-career-struggle-unemployed
Both statements can't be true, or like every generation, there are challenges when looking at such a large demographic with a broad brush. Segmentation is good for branding and localization helps not only Gen Z but all demographics. It might help Facebook with Gen Z, but not for the reasons they think. Old people were young too and amazingly we did the same things as well without computers.
It's a good article and I enjoyed reading it.
Great analysis by Stephen Flanders on Facebook's strategy to reclaim relevance with Gen Z! The focus on local connections and community engagement is a smart move that could redefine user interaction. Indie hackers should take note of Gen Z's priorities—local engagement, video content, and community—as they tailor their products and services. This shift highlights the importance of adapting to users' evolving needs. Excited to see where this goes!