Facebook has just announced a ‘Gen-Z focused redesign’ in a bid to rival popular apps like TikTok.
The redesign will feature a ‘Local’ specific tab that will group together local community-specific features, such as Marketplace, Groups, and Events.
Image source: Tech Crunch
Local content will also begin to be featured in a user’s feed, showcasing posts and information from their local area.
Image source: Tech Crunch
Other features in this redesign include the addition of an Explore tab and changes to events and groups. The Explore tab will move towards showing entertaining and useful content to the user, much like Instagram’s Explore page or TikTok’s For You Page. Facebook events will allow visitors without an account to view and respond to events, while groups are integrating a new AI feature to help answer group questions.
So, let’s dive into the current state of Facebook and business discovery for a Gen-Z audience and consider what local businesses might need to know about the future.
What is the current state of Facebook?
According to data published by Digital Media Ninja, 87% of millennials use Facebook at least once per week.
We know that the platform boomed for this generation around 15 years ago, many of whom have long since abandoned the space in search of greener pastures. It was a space to connect with our friends, share albums of 600 digital camera photos from one night out, and wish someone we used to go to school a ‘happy birthday’ when their notification popped up.
The space is still used to share photos or life updates, but there’s also a cacophony of spam and engagement bait accounts that provide little to no value to our scrolling experience.
These days, we millennials use Facebook for its Marketplace feature (though it’s increasingly like avoiding a laser security system to get away from scammers) and its groups. Yes, we love our local neighborhood groups to find out where our missing parcels have ended up, make recommendations for local services and contractors, and get the best restaurant recommendations for the area, but that’s the extent of the involvement for many of us.
Older generations might still use the platform for human interaction with friends and family, whereas Millennials are using it for transactional and informational purposes. And we know that Gen Z audiences don’t really use the platform at all.
So, is Facebook’s update to introduce new local features targeted at Gen Z too little, too late?
In this year’s Local SEO for Good, we spoke to Steve Wiideman about the current trends in search. He told us that ”51% of Gen Alpha and Gen Z are using TikTok for search more than Google. They’re living and breathing TikTok, so why would they go anywhere else?”
How are Gen Zs using social media for business discovery?
As of last year, “only 33% of U.S. teens are now on Facebook”, an unsurprising statistic for those of us who have watched the decline of Facebook’s popularity in real-time.
Instead, “91% of Gen Z social media users are on Instagram and another 86% are on TikTok”.
Nowadays, Instagram and TikTok are not only used as social media platforms to connect with friends and communities; they also act as tools for product discovery, news and events, and customer care.
Image source: Sprout Social
These platforms keep their audiences scrolling through carefully crafted (see also: addictive) algorithms that engage, educate, and, ultimately, entertain.
Whether it’s an algorithm that is painfully accurate to one’s interests and current trends or it’s the hyper-relatable content creators who have overtaken the OG influencers, TikTok and Instagram have a unique hold on young audiences.
Plus, both platforms offer short-form video, which is now the most popular way of consuming content.
“People are short on time, but that doesn’t take away their desire for content. They want it — just faster.” Hubspot
Of course, other social media platforms have adopted short-form video, including Facebook, YouTube, Snapchat, and even LinkedIn. However, Instagram and TikTok are the most popular platforms for this age group.
Many people might wonder: should we care about Gen Z and how they use social media for business discovery? Why bother to focus on a group that doesn’t represent a huge portion of our current market and, generally speaking, isn’t making huge purchasing decisions? The answer is simple: Gen Z represents an entirely new generation. They are your business’ future customers.
“Even if you don’t care to be in the zeitgeist. They are our future consumers, so you need to have them in mind—even if you’re not trying to reach them today.” Casey Lewis, Social Media Consultant
Gen Z represents people born between 1997 and 2012. Those aged 24-27 are now coming into their own and have more spending power. Those aged 18-23 might represent college students descending on new towns, eager to explore and find little luxuries. And the 12-18-year-olds represent the next group of consumers we need to prepare to appeal to.
Gen Z consumers are some of the most conscious consumers, keen to support local businesses rather than national conglomerates. Whether it’s visiting a local coffee shop, shopping second-hand at a local thrift store, or supporting local community events.
Plus, we know younger generations are early adopters. Case in point: Facebook, which was once a millennial hangout, now plays host to older folk.
Where younger generations are, older audiences will follow. That’s why it’s important to understand where Gen Z is, how they discover businesses, and how they engage with content. Social media is a great way to raise your brand’s awareness and educate an audience enough to make an informed decision about purchase.
For what it’s worth, whilst Facebook is trying to capture a Gen Z audience, they’re bound to have already missed the mark. I don’t believe that these new features will bring a new audience, but I do think that they will provide some useful functionality for people already active on the platform.
If they’re pushing forward relevant, useful, local information to people, that’s got to be a good thing, right? And if this means more visibility for local businesses, then it could be a promising new update.
What do local businesses need to know, and what should they do?
Regardless of the uptake from Gen Z, Facebook’s new local features offer more visibility for local businesses. It’s key to remember how useful social media can be for local businesses and take advantage of the opportunities available.
Having an active and up-to-date social media presence is highly beneficial. Make sure your online reputation is well managed, that Facebook reviews are responded to, and recommendations on local Facebook groups are followed up with. Even if it’s not certain that Gen Z will see what you do on Facebook, someone will.
Commit to posting on social media, informing local customers of your offerings, educating them, and helping them. If local content is going to be shown on user’s feeds, now’s your chance to impress them!
Work out where people are searching for you, and make sure you’re there.
If that means meeting a Gen Z audience on Gen Z platforms or navigating new Facebook features, there’s plenty of opportunity for business discovery.
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