Can a ‘rebrand’ work … or is it too late?

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In theory, Thompson thinks a Facebook revamp could work. And I'm inclined to agree. But she says it’s going to take a lot more than shifting what we see on our feeds to get Gen Z back there.

“I do think investing in what's already on the platform, like Facebook Marketplace, is a good place to start — especially because I have personally had positive experiences with that part of Facebook,” says Thompson.

And she’s not alone. Our research shows that social media is Gen Z’s #1 channel for product discovery, and 43% have bought something via social media in the past three months.

Plus, Facebook Marketplace is in fact Gen Z's big draw to the platform right now.

“However, Facebook isn‘t just its Marketplace. It’s an amalgamation of many things, and all of those pieces have to speak to each other in a way that makes sense,” says Thompson.

She continues, “I think TikTok does a great job at this. Although austria whatsapp number database I‘m not the biggest fan of TikTok’s monetization efforts, they‘re done well because they’re integrated into the content you see as you scroll.”

And because other channels like TikTok are already so popular among Gen Z, Callaway says it’s going to be difficult to reroute their attention.

“It’s going to be very hard to take Gen Z off of other platforms that they are already on,” he argues. “I think there is an opportunity for [Facebook] to rebrand themselves. However, they have 20 years of reputation to work against.”

Can Facebook attract Gen Z, quote graphic, I think there is an opportunity for [Facebook] to rebrand themselves. However, they have 20 years of reputation to work against, Reece Callaway, Brand and Social Content Manager at HubSpot

He's right — Gen Z still sees Facebook as the social channel for older generations, filled with inspirational quotes and boomer humor. It’s not impossible, but that rep is going to be pretty hard to shake.