According to a recent report by eMarketer, Facebook is experiencing a resurgence among Gen Z users, while TikTok is gaining traction with baby boomers.
Despite these shifts, both platforms maintain a stable core user base.
Facebook’s Gen Z Renaissance
Facebook’s seeing unexpected Gen Z growth despite overall decline. U.S. Gen Z users are projected to increase from 49.0% (33.9M) in 2024 to 56.9% (40.5M) by 2028.
Key drivers:
- Utility: Event planning, niche groups, and Marketplace appeal to younger users.
- Demo shift: ~36% of Gen Z are still under 18, many just entering the social media space.
E-commerce potential strong: 75.0% of Gen Z Facebook users (15-26) bought on Marketplace last year.
However, Gen Z still trails Gen X and millennials in user numbers and time spent on the platform. Interestingly, time on Facebook is decreasing for users under 55, suggesting a shift in how younger generations interact with the platform.
TikTok’s Boomer Boom
TikTok’s Gen Z market is saturated, but it’s seeing surprising growth among boomers.
Projections show a 10.5% increase in U.S. boomer users next year, from 8.7M to 9.7M.
This modest uptick underscores TikTok’s accessibility and its appeal to older adults who want to stay culturally relevant and connected with younger relatives.