Why Gen Z Is Ghosting Facebook (And What That Tells Us About Digital Culture)

It’s official: Facebook is no longer the go-to social platform for Gen Z (individuals born between 1997 and 2012, making them ages 13 to 28 in 2025). For many, it’s not just a matter of preference - it’s a statement about identity, relevance, and digital culture.

Facebook Feels Like a Family Group Chat (and Not in a Good Way)

Younger users increasingly see Facebook as a space for their parents (or grandparents). That sense of intergenerational overlap has made the platform feel less like a digital hangout and more like a digital living room.

It’s not necessarily about privacy. It’s about personal brand and cultural resonance. For Gen Z, being seen on Facebook can feel like being out of place.

So Where Are They Going?

Instead of timelines and News Feeds, Gen Z is gravitating toward platforms that offer more:

• Authenticity

• Anonymity or ephemerality

• Algorithmic content discovery

• Community over hierarchy

Popular platforms include:

• TikTok – Algorithm-first content where what you like matters more than who you know.

• Threads – Lighter, quicker social interactions with a native mobile vibe.

• Private or niche spaces – Discord channels, Finstas, BeReal, Slack, or even old-school forums.

What Changed?

Let’s break it down:

• Facebook became utility-first – Marketplace, Events, and Groups are still strong but they’re not exactly “cool.”

• Gen Z prefers ephemeral content – Think Stories, DMs, and disappearing messages - not public, permanent timelines.

• TikTok changed the game – It democratized visibility. Anyone can go viral. And it’s more about content value than social status.

• Platform culture matters – Being on the “right” platform is a social cue. It communicates taste, style, and belonging.

What It Means for Brands

This generational shift isn’t about abandoning Facebook. It’s about understanding platform relevance.

If you're trying to reach younger audiences:

• Adapt your channel mix.

• Create content formats Gen Z engages with (short-form video, reactive memes, informal posts).

• Think cultural fit, not just technical reach.

Because at the end of the day, platforms aren’t just pipelines. They’re cultural mirrors. And to stay relevant, brands need to reflect the values, behaviors, and identities of their audience.

- STL MKT, April 2025