Facebook is reinventing itself to regain the attention of younger users, many of whom have migrated to platforms like TikTok and Instagram.

Recent data shows 40 million young adults in the US and Canada use Facebook daily, the highest level of engagement among this demographic in over three years. In response, Facebook has introduced new features to enhance user experience, boost engagement, and offer fresh opportunities for businesses and marketers.

At the Facebook IRL event in Austin, Meta revealed a series of updates designed to improve social connectivity, video consumption, and AI-driven features. These changes not only elevate the user experience but also present significant potential for businesses looking to engage audiences in more meaningful ways.

Local and Explore Tabs: Connecting Users and Businesses

Facebook’s Local Tab simplifies how users discover local content by curating posts from Reels, Marketplace, Groups, and Events. College students, in particular, are targeted with this feature, as it helps them find activities, businesses, and community groups in their new cities. This presents a major opportunity for local businesses, which can increase their visibility and engage with a highly relevant audience without relying heavily on paid ads.

With content like event recommendations, local group posts, and neighbourhood highlights, the Local Tab provides a central hub for users to explore their community. For local businesses such as restaurants, retailers, and event venues, this tool could drive foot traffic by placing their offerings directly in users’ feeds. The Weekly and Weekend Digest, delivering event suggestions based on user interests, enhances the ability of businesses to reach new customers in a timely and relevant manner.

The Explore Tab, on the other hand, allows users to discover a broader range of content tailored to their interests, such as travel tips, fitness advice, or DIY projects. For marketers, this tab provides a powerful way to showcase branded content that resonates with specific user preferences. Since the Explore Tab is driven by AI recommendations, businesses that align their content with user interests are likely to benefit from increased engagement.

For both small, local enterprises and larger brands, the Local and Explore tabs create a more organic pathway for reaching customers.

A Bigger Push Into Video: Tapping into the Reels Craze

Video content is increasingly dominating user behaviour, and Facebook is responding by enhancing its video capabilities. Young adults spend nearly 60% of their time on the app watching videos, with Reels driving much of this engagement.

To capitalise on this trend, Facebook is introducing a full-screen Video Tab that integrates Reels, long-form video, and live video into a unified experience. This strategic move positions Facebook to better compete with TikTok in the short-form video space.

For brands, this creates a significant opportunity to engage with users through dynamic and visually compelling content. The Video Tab allows for seamless consumption of bite-sized videos like Reels, ideal for product teasers, quick tutorials, and influencer partnerships. Additionally, the integration of long-form video gives businesses a platform for deeper storytelling, such as detailed product demonstrations or behind-the-scenes content.

With Reels consumption up 20% and more than half of young adults watching Reels daily, brands that embrace video marketing stand to gain substantial visibility.

Creating engaging, short-form video content and leveraging trending topics will enable businesses to maintain a strong presence in the Video Tab. Furthermore, the combination of short and long-form content opens new possibilities for advertising, allowing brands to connect with audiences in a format they’re highly engaged with.

AI-Driven Features: Boosting Engagement and Efficiency

Facebook is incorporating new AI-driven tools to enhance user engagement and make content discovery easier. AI Comment Summaries streamline interactions in large public groups by summarising key discussions, helping users quickly catch up on important conversations. This feature is especially useful for busy brand pages, where followers might be overwhelmed by the volume of posts.

For businesses, these AI tools provide more than just a smoother user experience—they also increase operational efficiency. The customisable Group AI Assistant can automate responses to common customer inquiries, direct users to relevant content, and even manage community interactions. This frees up resources while ensuring a high level of customer engagement and satisfaction.

AI also enhances content discovery through tools like the Explore Tab, which uses personalised recommendations to surface relevant content. Brands that optimise their posts to align with user preferences will benefit from improved visibility and engagement. Additionally, AI-generated insights from summarised comments and group interactions can help businesses understand consumer sentiment, informing future marketing strategies.

Messenger Communities: Building Stronger Customer Relationships

The introduction of Messenger Communities allows small- to medium-sized groups to connect through topic-based conversations. Unlike traditional Facebook Groups, Messenger Communities offer a more intimate, chat-based environment for users to engage with one another around specific interests. For businesses, this feature could be a valuable tool for building customer loyalty and fostering brand communities.

For marketers, Messenger Communities offer a direct line of communication to a more targeted audience. Brands can engage with users in meaningful, topic-specific conversations, turning casual customers into brand advocates. These communities can also generate valuable user-generated content, further amplifying a brand’s message through authentic customer interactions.

Will Facebook’s New Charm Offensive Work?

With these updates, Facebook is positioning itself as a platform that offers more than just content consumption; it’s evolving into a space for real-world connections and meaningful discovery. The introduction of Local and Explore tabs, AI-powered tools, and enhanced video experiences signifies Facebook’s shift towards creating a more personalised and engaging platform.

Whether it or not it can wrestle back younger cohorts from elsewhere, though… only time will tell.