The only constant is change: Welcome to Facebook
If there’s one truth in marketing, it’s that the digital world never stands still. Platforms evolve, audiences shift, and strategies must keep pace. Facebook, once the go-to platform for Millennials and older generations, has long faced the narrative that it’s “aging out.” But in 2025, Facebook is proving once again that change isn’t just inevitable – it’s essential.
A platform in transition
For years, younger audiences gravitated toward Snapchat, TikTok, and Instagram, leaving Facebook with the reputation of being where parents (AND grandparents) hung out. However, Facebook has recently begun adapting, reshaping its experience to remain relevant to Gen Z and the emerging Gen Alpha.
Features like Reels, interactive communities, and algorithmic personalisation are being fine-tuned to meet the fast-paced, video-first preferences of younger users. Facebook is putting in effort to reclaim its place as a hub for connection, entertainment, and discovery.
Gen Z ?
Facebook knows that younger generations value authenticity, creativity, and purpose-driven engagement, so they are investing heavily in:
- Short-form video experiences (to rival TikTok).
- Creator tools that assist in building meaningful communities.
- Smarter AI-powered feeds that show niche interests and micro-communities that Gen Z loves to be part of.
The timing is crucial: in Australia, 77.9% of the population are active social media users, with usage continuing to grow year-on-year. Among them, younger cohorts are shaping the way platforms evolve. The age distribution shows that nearly 20% of Australians are under 25, a demographic that expects video-led, mobile-first content experiences.
Younger generations are not just participating—they’re driving the expansion of digital culture itself.
What this means for business
For brands, the message is clear: dismissing Facebook as a “boomer platform” is a mistake. With billions of users worldwide and fresh energy focused on engaging younger audiences, it’s once again a fertile ground for storytelling and brand growth. The marketers who adapt alongside Facebook, leaning into authentic content, and building communities, will find themselves well-positioned.
The takeaway
Change is the heartbeat of digital marketing. Once again, we see another platform grow, pivot, and evolve with its audience. And at Pitstop, we believe the brands that thrive are the ones that welcome change with open arms.
So, welcome to Facebook – again. Different look, same mission: connecting people, and now, doing it’s best to inspire a new generation.
Source of data: Digital 2025 Social Media report – We are social – Meltwater
