Facebook Dating Sees Surge in Gen Z Users, Challenging AppS ‘Mom’ Image
NEW YORK – In a surprising turn, Facebook Dating is experiencing a boom in popularity among Gen Z singles, defying the platform’s long-held reputation as a social network for older generations. The trend signals a triumphant effort by Meta, Facebook’s parent company, to rebrand the app and attract younger users.
Historically dismissed by younger demographics as an outdated platform, facebook is now drawing gen Z through features like its Dating service, which emphasizes shared connections and interests.Meta highlighted Marketplace and Dating as key platforms in its strategy to lure in those born after 1997.
“Underlying it all is that there are real people on Facebook,” a Meta representative told The New York Times. “You can see who they are, you can see how you’re connected to them, and if you have mutual friends, we make it easy to see where you have mutual interests.”
While Facebook Dating remains popular with those over 30, the platform now boasts approximately 1.8 million users in their 20s, with hundreds of thousands creating new profiles each month. Data reveals a 24% increase in daily conversations on Facebook Dating among users aged 18 to 29 over the past year, according to a recent study.The examination also found high user retention, with 55% of women and 56% of men returning to the app monthly in search of romantic connections.
The shift in perception is also evident on TikTok, where users are openly praising Facebook Dating. “Facebook dating is E L I T E idc what anyone says,” one commenter wrote. Another user shared,”I’ve had more conversations with men on Facebook dating than on any of the other apps.” A third declared, “Facebook dating is lit…I see some of the most stunning women on that app!! It’s legit.”
According to Forrester VP director Mike Proulx, Gen Z’s engagement on Facebook isn’t centered around the customary social media feed. “What’s bringing them back to the platform is Marketplace, Messenger, Dating,” he explained. Meta has been actively working to “ditch its ‘mom’ vibes” by revamping the platform to focus on creators, groups, and events.
