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Generation Z doesn't like Facebook

Futurologist Hartwin Maas at the General-Anzeiger on November 10, 2023

In recent years, user groups on social media have changed. Facebook in particular, once a dominant platform, is seeing a significant decline in the number of younger users. Futurologist Hartwin Maas explains this development.

Facebook – a discontinued model?

Although Facebook was the pioneer of social media around 20 years ago, current trends show that it is mainly people over 40 who use the platform, while young users are increasingly migrating to other channels. According to Maas, seven percent of Generation Z worldwide plan to leave Facebook this year. This is also confirmed by the research of the Institute for Generation Research, of which Maas is a co-founder:

Members of Generation Z often express disinterest in Facebook. Some even say they don't even remember the last time they logged in. For them, Facebook is useful, but now also boring - comparable to using email.

Escape from parents

People need spaces without adults in which they can express themselves freely, says Maas. Platforms like Snapchat and Instagram, which attract visitors with visual, short and eventful content, are more attractive for this. This also contributed to TikTok's rise in virality. Facebook, on the other hand, continues to focus primarily on inspiring quotes and motivating sayings. Lots of text, few images and an algorithm that only slowly learns what a user wants - that's too boring for young people.

Facebook – the new “Yellow Pages”

" More than 98 percent of Facebook's revenue comes from advertising." Maas knows that this is also contributing to the decline in users on Facebook, " the platform's algorithm seems to be increasingly focusing on advertising and promoted content instead of showing relevant posts from friends. " says Maas.

Dynamic and creative platforms like Instagram or TikTok are designed to spread viral trends quickly, which meets the needs and preferences of younger users. Your advertising is less explicit, but comes through the back door or packaged by influencers.

Given these developments, Facebook could become the new “Yellow Pages” of the Internet unless it adapts its user experience.

Read article in the General Anzeiger

Facebook will become the new Yellow Pages if it does not change
Facebook will become the new Yellow Pages if it does not adapt


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