In the times where TikTok is probably the main app gen Z and gen Alpha (?) uses, applications like Facebook became, well, at least in my circle not popular at all. And even made fun of. I definitely had heard my peers saying that Facebook is social media for “millennials and older people”. We keep it on our phones to talk with parents or grandparents, that is about it. So, how did Facebook become the “old people’s app,” and what led to this shift? Let’s take a deeper look.
A Pioneer in Social Media
When Facebook launched in 2004, it was revolutionary. Created by Mark Zuckerberg as a social network for Harvard students, it quickly expanded to other universities and then to the general public (Britannica Money). For the students, Facebook was the digital space that connected friends, allowed people to share life updates, and made social interaction more dynamic. A bit later, Facebook became a tool for political campaigns and protest organisation. It still is used for both socialisation and political reasons now. I, myself, use it for both of them.
Why Facebook Lost Its Appeal to Gen Z?
The view that Facebook is an old people’s app spread just in the last years and while it still is quite popular and one of the leading social media applications, gen-z users are quite hesitant towards it. At least in the Western Europe. Growing up in Lithuania – Facebook was still one of the main apps between my peers in high school. We all had accounts and used it for messaging each other, it was super normal. However, once I came to the Netherlands I quickly learned that young people here, or overall other internationals, do not really use Facebook and prefer Instagram or TikTok.
It was surprising – and to be honest, a little embarrassing – to learn that some people considered Facebook an outdated platform. I even became self-conscious about using it, afraid that someone might think I was “out of touch” for still using Facebook like a grandparent. So, what is it that drives Gen Z away from Facebook?
The Shift to Visual Content
Gen Z sure does love short-content, image or video based formats. That is the main thing of platforms like TikTok or Instagram which appeals to Gen Z’s fast-paced digital habits. Facebook, by contrast, started as a text-heavy platform with a focus on status updates, long posts, and articles – formats that do not align with the preferences of younger users.
And to be honest, being a “leftie” that was one of the reasons why I still had Facebook. I noticed that a lot of people prefer posting long articles or blog-like content on there, expressing their experiences or viewpoints. I also wrote a couple “rants” on Facebook regarding queer rights in Lithuania, hypocrisies of politicians and other similar stuff.
But, at the end of the day I also want fast-paced content which Facebook cannot provide and can see the appeal of other apps, using them way more than Facebook.
Family Ties
Another key reason Gen Z avoids Facebook is the presence of older generations, including parents and grandparents. Facebook quite literally became the book of all the faces that surround you in your real-life. If you do create a Facebook account, you MUST add your family members. Otherwise, it will create suspicion. Some family drama might even occur. And while older family members are likely to enjoy sharing family photos or life updates (because at least in my case they have established serious lives and have nothing to hide), gen Z’ers will prefer to have a platform for themselves and their social circles. And it is not necessarily hiding stuff, it’s just that at least I, personally, do not want my whole family to know absolutely everything. It is way easier to express myself in social media where my parents cannot see every little thing.
Facebook as a Utility
For many Gen Z users who do maintain Facebook accounts, the platform is less about social interaction and more about utility. They might keep a Facebook account to participate in niche groups, use Messenger for communication, or log in to third-party apps, but they rarely engage with the platform for its original purpose. Our parents and older siblings use the app for socialising and we, gen Z, are just searching for housing in “Leiden housing” type of groups. Which, in my opinion, is absolutely fine.
As of 2024, Facebook is still one of the most popular apps, but its role has evolved. According to Statista, in the Netherlands, the largest demographic on Facebook is men aged 25-34. Once meant literally for students, now it’s a preferred app for Millennials, who at the beginning of the app were those students. Fair enough and makes so much sense. Although, I am interested in where Facebook is going to be in a couple years if it is already getting considered an “older people’s app” between gen Z and gen Alpha.
Nice post! I also noticed that none of my friends are on Facebook anymore, just my older family members. I completely agree that the presence of those older generations on the app makes it less appealing for younger users. Like you say, Gen Z prefers video-based and fast-paced content, and I really think Facebook should adapt to those trends if it doesn’t want to lose younger audiences. Otherwise it will remain an ‘old people app’ forever, and they will lose investors and income from advertisements, for example.