Facebook just announced it a “Gen Z-focused redesign” to keep up with popular apps like TikTok.

The redesign will include a specific Local tab that groups local community-specific features such as Marketplace, Groups and Events.

Image source: Tech crunch

Local content also appears in a user’s feed, showcasing posts and information from their region.

Image source: Tech crunch

Other features of this redesign include the addition of an Explore tab and changes to events and groups. The Explore tab shows the user fun and useful content, similar to Instagram’s Explore page or TikTok’s For You page. Facebook Events allows visitors without an account to view and respond to events, while Groups integrates 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 need to know about the future.

What is the current status of Facebook?

Accordingly Data published by Digital Media Ninja87% of Millennials use Facebook at least once a week.

We know that the platform boomed around 15 years ago for this generation and many of them have long since left the space in search of greener pastures. It was a place to connect with our friends, share albums of 600 digital camera photos from an evening, and wish someone we used to go to school “Happy Birthday” when their notification popped up.

The space is still used for sharing photos or life updates, but there is also a cacophony of spam and engagement-bait accounts that add little to no value to our scrolling experience.

These days, we Millennials use Facebook for its marketplace feature (though increasingly it’s like avoiding a laser security system to avoid scammers) and its groups. Yes, we love it when our local neighborhood groups find out where our missing packages ended up. Make recommendations for local services and contractorsand get the best restaurant recommendations for the region, but for many of us that’s about the extent of our commitment.

Older generations may still use the platform for human interaction with friends and family, while Millennials use it for transactional and informational purposes. And we know that the Gen Z audience isn’t using the platform at all.

So, is Facebook’s update to introduce new local features for 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 use TikTok for search more than Google. “They live and breathe TikTok, so why would they go anywhere else?”

How does Generation Z use social media for business discovery?

Since last year “Only 33% of teenagers in the US are currently on Facebook“, an unsurprising statistic for those of us who have been watching Facebook’s decline in popularity in real time.

Instead, “91% of Gen Z social media users are on Instagram and another 86% are on TikTok“.

Today, 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 support.

Image source: Sprout Social

These platforms ensure their audiences scroll through carefully crafted (see also: addictive) algorithms that captivate, educate, and ultimately entertain.

Whether it’s an algorithm that’s hyper-accurate to one’s interests and current trends or the hyper-relative content creators that have overtaken the OG influencers, TikTok and Instagram have a unique influence on young audiences.

In addition, both platforms offer short videos, which are now the most popular way of recording 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 also adopted short videos, including Facebook, YouTube, Snapchat, and even LinkedIn. However, Instagram and TikTok are the most popular platforms for this age group.

Many people may be wondering: Should we care about Generation Z and how they use social media for business discovery? Why bother focusing on a group that doesn’t make up a large portion of our current market and generally doesn’t make big purchasing decisions? The answer is simple: Gen Z represents a completely new generation. They are your company’s future customers.

“Even if you don’t care about the zeitgeist. They are our future consumers, so you need to keep them in mind – even if you don’t try to reach them today.” Casey Lewis, social media consultant

Generation Z represents people born between 1997 and 2012. The 24 to 27 year olds are now coming into their own and have more purchasing power. Those ages 18 to 23 may be college students headed to new cities, eager to explore and find small luxuries. And 12- to 18-year-olds are the next consumer group we need to target.

Gen Z consumers are among the most conscious consumers and are more likely to want to support local businesses rather than national corporations. Whether it’s visiting a local coffee shop, shopping at a local thrift store, or supporting local community events.

We also know that younger generations are early adopters. Case in point: Facebook, once a gathering place for millennials, is now home to older people.

Where there are younger generations, older viewers will follow. That’s why it’s important to understand where Generation Z is, how they discover companies and how they interact with content. Social media is a great way to increase awareness of your brand and educate an audience enough to make an informed purchasing decision.

While Facebook is trying to attract a Gen Z audience, they have certainly already missed the mark. I don’t think these new features will attract a new audience, but I think they will provide some useful features to people already active on the platform.

If they give people relevant, useful local information, that must 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 Gen Z adoption, Facebook’s new local features provide more visibility for local businesses. It’s important to remember how useful social media can be for local businesses and take advantage of the opportunities it presents.

An active and up-to-date social media presence is a huge advantage. Make sure you Online reputation is well managedthat Facebook reviews are responded to and recommendations are followed up in local Facebook groups. While it’s not certain that Generation Z will see what you do on Facebook, someone will.

Commit to posting on social media, informing, educating, and helping local customers about your offerings. If you want local content to appear in users’ feeds, now’s your chance to impress them!

Find out where people are looking for you and make sure you are there.

If that means meeting a Gen Z audience on Gen Z platforms or navigating new Facebook features, there are plenty of opportunities to discover business.

Jenny looks after the BrightLocal community by managing our social media channels, connecting with our community and producing our online webinars.