Facebook is focusing on its young adult audience in order to increase usage, and the company claims it’s successful. More than 40 million people aged 18 to 29 in the US and Canada are “daily active users” on Facebook, according to a press release. This is the highest usage for this age group that Facebook has seen in the past three years, the company said. The increase comes after “five quarters of healthy growth in young adult app usage.”
One of Facebook’s strategies to attract these young adult users is by improving ways for creators to monetize their content and expanding its services, such as Facebook Marketplace and Facebook Dating. “Young Adults are making big transitions – moving, going to college, getting their first job or apartment,” the company said. “Facebook can help with all of this – whether it’s finding great deals on furniture on Marketplace, exploring their interests with Reels and in Groups, connecting with their local communities and small businesses or finding someone they like on Facebook Dating.”
However, when it comes to adults aged 18-29, Facebook still has work to do to catch up with other social media apps. According to a Statista survey of 60,115 respondents from 2022-2023, Snapchat, TikTok and BeReal are the leading apps for that age group. Instagram, Reddit X and Pinterest followed closely behind. Of the nine social media platforms surveyed, Facebook ranked second-to-last only higher than LinkedIn.
“While we don’t have internal data to share that ranks individual apps against one another,” a spokesperson told Business Insider.
