Facebook wants to be cool again
Will Gen Z fall back in love with Facebook? Well . . .
Welcome to the latest edition of The Gen Zer. This week, we discuss Facebook’s attempts to rebrand itself with the younger generations and take a look at Gen Z’s financial optimism, the need for third places, and the rise of ‘mid,’ ‘glazed,’ and more.
Remember when Mark Zuckerberg wore a chain and everyone lost their minds?
Facebook is now attempting a similar rebrand in the hopes of winning back Gen Z, who have generally been deleting the app in favour of Snapchat, TikTok – or simply spending less time on social media overall.
Facebook’s strategy revolves around two main steps: more discovery in the feed, and a greater focus on utilities.
The first of these will result in you seeing less from your friends and family, instead being exposed to more TikTok-esque content as you scroll. More video, more trends, more of a temptation to doomscroll . . .
It’s a bold gamble from Facebook, and goes hand in hand with Meta’s push over the past few years to focus on video first. Reels has proven a worthy competitor with TikTok, and there’s a chance the latest changes to Facebook’s feed may win over a few short-form-loving Gen Zers.
The second step is to lure young adults back to the platform with utilities such as Marketplace, Dating, Groups, and Events. Sure, you might not go to Facebook for the latest boomer humour memes, but if you’ve just moved flat and need a new sofa?
For a lot of young people, Facebook Marketplace is actually a pretty decent source for good deals on second-hand goods. It’s not something any of Facebook’s competitors are known for, either.
And what about Groups, Events and Dating? It’s hard to imagine Facebook Dating taking off (like seriously, who are you expecting to meet there?). Gen Zers are already exhausted by dating apps, and I doubt more time on Facebook is the answer to our relationship woes.
Events and Groups present more of an opportunity for Facebook. Loneliness levels are at an all-time high for young people, and there’s a chance the two utilities could help us to connect with each other, particularly in cities where recent grads are looking to meet new people.
If we’re keeping Facebook because we want to keep using Marketplace and Messenger, then maybe Events and Groups might further lure us into the app, too.
Or maybe we’ll leave Facebook to the boomers and find some other app to find events and resell goods. If it wants to rebrand its image, Facebook still has a looong way to go.
Gen Z around the Web
the latest stories in youth culture and changing trends . . .
Gen Z is feeling great about money right now. (Business Insider)
Per a recent survey, Gen Zers are feeling better than older generations about their financial circumstances — over 60% of Gen Z and millennials said they were optimistic, compared to less than 50% of Gen X and baby boomers. It’s an interesting result in a world of sky-high rents and an ongoing cost of living crisis. Read more
Are ‘third places’ part of the cure for Gen Z loneliness? (Thred.)
With loneliness levels at an all time high since the pandemic, young people are increasingly turning to the idea of a ‘third place’ as an answer to their isolation woes. Neither home nor the office, third places are affordable hangout spots where ideas can get thrown around and new friendships can blossom. Read more
Today’s Teenagers Have Invented a Language That Captures the World Perfectly (The Atlantic)
‘Mid’, ‘based,’ ‘glazed’: as the world changes and expectations change, younger Gen Zers are devising slang that responds to the new and distinct reality they collectively face. Read more
That’s all for this week! Make sure to subscribe for the latest on Gen Z and youth culture, and check out
for a weekly roundup of the latest news, trends and thought pieces.see ya soon,
Jeremy @ Thred Media