AUSTIN: Facebook, one of the original social media networks, has become known as the platform of parents and grandparents, while young adults take up photo and video apps like Instagram and TikTok.
Meta, the company that owns Facebook, is setting out to change that.
While Facebook was originally centered on helping users stay in touch with family and friends, the future lies in helping people expand their networks and make new connections, which lines up with how younger generations use the service, said Tom Alison, head of Facebook at Meta.
“We see young adults turn to Facebook when they make a transition in life. When they move to a new city, they’re using Marketplace to furnish their apartments. When they become parents, they’re joining parenting groups,” Alison said during an interview in Austin, Texas, ahead of an event on Friday with content creators.
During the event, Facebook announced two new tabs called Local and Explore, currently being tested in select cities and markets and which aggregate content from across the platform. The Local tab shows users nearby events, community groups and local items for sale, and the Explore tab recommends content based on a user’s interests.
An increased focus on young adults will be key to bringing in new users as Facebook faces vast competition for their attention. Short-form video app TikTok has 150 million users in the US and is wildly popular among Gen Z, prompting Meta to introduce its copycat product called Reels in 2021.
Young adults on Facebook spend 60 percent of their time watching videos and more than half watch Reels daily. The company said it would also roll out an updated video tab in coming weeks that collects short-form, live and longer videos in one place.
Facebook’s dating feature, launched in 2019 and which lets users flip through suggested profiles, has seen a 24 percent year-over-year increase in conversations started among young adults in the US and Canada, the company said.
At the pop-up event in Austin, a small booklet summed up the platform’s positioning for the future: “Not your mom’s (Facebook),” the title read.
Facebook seeks to attract young adults with new community, video features
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Facebook seeks to attract young adults with new community, video features
- Facebook announced two new tabs called Local and Explore that would help people expand their networks and make new connections
TikTok finalizes a deal to form a new American entity
- The social video platform company signed agreements with major investors including Oracle, Silver Lake and MGX to form the joint venture
- The company said in a statement that the new version will operate under “defined safeguards” with an emphasis on data protections and software assurances for US users
TikTok has finalized a deal to create a new American entity, avoiding the looming threat of a ban in the United States that has been in discussion for years on the platform now used by more than 200 million Americans.
The social video platform company signed agreements with major investors including Oracle, Silver Lake and the Emirati investment firm MGX to form the new TikTok US joint venture. The new version will operate under “defined safeguards that protect national security through comprehensive data protections, algorithm security, content moderation and software assurances for US users,” the company said in a statement Thursday. American TikTok users can continue using the same app.
President Donald Trump praised the deal in a Truth Social post, thanking Chinese leader Xi Jinping specifically “for working with us and, ultimately, approving the Deal.” Trump add that he hopes “that long into the future I will be remembered by those who use and love TikTok.”
The Chinese government has not yet publicly commented on TikTok’s announcement. Earlier on Thursday and ahead of the statement, Liu Pengyu, spokesperson Chinese embassy in Washington, said “China’s position on TikTok has been consistent and clear.”
Adam Presser, who previously worked as TikTok’s head of operations and trust and safety, will lead the new venture as its CEO. He will work alongside a seven-member, majority-American board of directors that includes TikTok’s CEO Shou Chew.
The deal ends years of uncertainty about the fate of the popular video-sharing platform in the United States. After wide bipartisan majorities in Congress passed — and President Joe Biden signed — a law that would ban TikTok in the US if it did not find a new owner in the place of China’s ByteDance, the platform was set to go dark on the law’s January 2025 deadline. For a several hours, it did. But on his first day in office, President Donald Trump signed an executive order to keep it running while his administration sought an agreement for the sale of the company.
Apart from an emphasis on data protection, with US user data being stored locally in a system run by Oracle, the joint venture will also focus on TikTok’s algorithm. The content recommendation formula, which feeds users specific videos tailored to their preferences and interests, will be retrained, tested and updated on US user data, the company said in its announcement.
The algorithm has been a central issue in the security debate over TikTok. China previously maintained the algorithm must remain under Chinese control by law. But the US regulation passed with bipartisan support said any divestment of TikTok must mean the platform cuts ties — specifically the algorithm — with ByteDance. Under the terms of this deal, ByteDance would license the algorithm to the US entity for retraining.
The law prohibits “any cooperation with respect to the operation of a content recommendation algorithm” between ByteDance and a new potential American ownership group, so it is unclear how ByteDance’s continued involvement in this arrangement will play out.
“Who controls TikTok in the US has a lot of sway over what Americans see on the app,” said Anupam Chander, a professor of law and technology at Georgetown University.
Oracle, Silver Lake and MGX are the three managing investors, each holding a 15 percent share. Other investors include the investment firm of Michael Dell, the billionaire founder of Dell Technologies. ByteDance retains 19.9 percent of the joint venture.
