The truth for GenZ? Facebook is irrelevant.

Meta- the perfect definition of an existential strategy to stave off irrelevance. While there is a myriad of theories around the genesis of Meta (politics, legal distancing, and plausible deniability among them), the imminent death of Facebook seems to trump them all. The truth is, for the emerging demographics, Facebook is irrelevant. Teenage users in the US have declined by 13% since 2019 and are projected to drop 45% over the next two years, driving an overall decline in daily users in the company’s most lucrative ad market. And the younger a user is, the less they engage with the app. 

Facebook isn’t even in the top 3, which is ruled by TikTok, YouTube, and the metaverse Roblox. So if FB is on its way out, it might as well build a new place. ‘Cause their future relies on the young generation, and FB is not getting them. FB just seems unable to innovate.

Enter Meta, and the focus on the metaverse. Makes sense. They can leave Facebook to the Boomers and aging millennials and develop the next place for the new generations? Maybe so.

Gen Z marketing expert Quynh Mai described the appeal well, “The metaverse is a natural extension of the world they already live online. Most Gen Z consumers would first and foremost describe the metaverse as a place where they can be anyone or anything they want. This freedom to interact socially, unshackled by the limitations of gender, race, location, or physicality, empowers them to express themselves in ways simply not possible IRL”.

And for Gen Z, Facebook is frustratingly IRL.