Facebook is targeting its young adult audience to increase usage, and the social media giant says it’s succeeding.
More than 40 million people ages 18 to 29 in the US and Canada are “daily active users” on Facebook, the company said in a press release.
That’s the highest usage for the young adult group Facebook has seen in the last three years, the company said, noting that comes after “five quarters of healthy growth in young adult app usage.”
The company said part of its strategy to attract these young adult users is honing in on ways for creators to monetize their content and broadening the services it provides, such as Facebook Marketplace and Facebook Dating.
“Young Adults are making big transitions — moving, going to college, getting their first job or apartment. And 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,” the company said.
However, when it comes to adults ages 18-29, Facebook still has ground to make up to catch up to other social media apps.
According to a Statista survey of 60,115 respondents from 2022 to 2023, Snapchat, TikTok, and BeReal are the leading apps for that age group. Instagram, Reddit, X, and Pinterest followed close behind. Of the nine social media platforms the respondents were asked about, 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, among surveyed apps, Facebook is the preferred social media app for communities among US adults,” a spokesperson told Business Insider.
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