Fresh cell treatment: Facebook wants to focus on younger people


Under the competitive pressure of its Chinese rival TikTok, Facebook wants to be more attractive, especially for young users, in the future. All of the company’s apps have the goal of being the best service for young adults between the ages of 18 and 29, “instead of optimizing for a larger number of older people,” said founder and boss Mark Zuckerberg in a conference call with analysts on 25. October 2021 with.

Multi-year change announced

According to the US entrepreneur, the planned focus on young users should have consequences for the group’s social network of the same name: We are talking about significantly slower growth in other age groups. In the long term, however, this measure is the right way to go, according to Zuckerberg. What the analysts probably pissed off particularly pissed off: The Facebook boss announced that it would take “years, not months” to “fully implement the change”.

Facebook: focus on short videos?

What the group is planning exactly cannot be said at the moment. Mark Zuckerberg gave no details on this. Since the Facebook boss described the video service TikTok as “one of the most efficient competitors” that they faced, things should probably go in that direction. Strictly speaking, on Facebook and the photo platform Instagram, short videos – the TikTok core business – should increasingly come to the fore in the future. The past has shown that this is promising: According to Facebook, 60 percent of advertising revenue in the video segment came from clips in portrait format that were less than 15 seconds long.

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Facebook: Fewer and fewer young users

Apart from that, Zuckerberg described young adults as traditionally “strong bases”. “And that is important because they are the future,” said the Facebook boss. In the past decade, however, the user base has become more diverse and Facebook has focused on being there for everyone. In future, however, the needs of the younger generation should again be the “guiding star”. The reason for the rethink is probably the recently made public Facebook documents. This includes, among other things, analyzes according to which fewer young people in the USA use the platform.

The number of active members increases

After all: the number of daily active users on Facebook rose within three months from 1.91 to 1.93 billion. At least one app from the Facebook group – such as Instagram and WhatsApp – recently accessed 2.81 billion users every day. That was 50 million more than at the end of the second quarter of 2021.

Billions in profit: the cash register rings

The only disappointment for the analysts was in terms of sales: Facebook missed their expectations and instead of 29.5 billion US dollars (almost 25.4 billion euros) managed only an increase of 35 percent to 29 billion US dollars (around 25 billion euros) ). In terms of earnings per share, however, the group exceeded the market forecast. The bottom line is that Facebook earned around 9.2 billion US dollars (about 8 billion euros). (With material from the dpa.)


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