Is Facebook Dying?
The Real Story Behind the Great Social Media Migration
Remember when Facebook was the place to be online? It’s where you connected with old friends, shared your vacation photos, and maybe even played a little FarmVille. But let’s be real, the vibe has changed. It feels like we’re all spending less time on Facebook, and the data backs that up. So, what’s really going on? Is Facebook on its way out?
Before I go down the rabbit hole on y’all I want to give a shout out to my good friend and colleague who brought up the idea that I should write this newsletter piece since it aligned perfectly with our recent discussion on the tek'na.le.gist FORUM. So Stephanie Garcia, I’m a man of action and this one is for you!!
I normally write long, detailed posts like this when I’m 35,000 feet in the air on a flight, but I needed time, and a decent internet connection, for all the research.
And don’t trip - I cite my sources so you can do your own research as well.
Let’s get into it.
The Elephant in the Room: That $18 Billion Ad Problem
So, let’s talk about the money. A recent investigation from Reuters dropped a bombshell: Meta has been having a huge problem with ad fraud coming out of China, to the tune of an $18 billion business . At one point, almost a fifth of that money was coming from sketchy ads. Meta tried to crack down on it, but the problem keeps coming back.
Why does this matter to you? Because it means your feed is getting clogged up with scammy, low-quality ads. It’s a classic case of choosing money over user experience, and it’s a big reason why our trust in the platform is at an all-time low.
“Meta has tolerated rampant ad fraud from China to safeguard billions in revenue, even as internal teams flagged concerns about the scale of the problem.” — Reuters Investigation, December 2025
The Numbers Don’t Lie: People Are Logging Off
It’s not just a feeling; the numbers show that people are bouncing. While Facebook’s user count hasn’t totally cratered, the number of people actually visiting the website has taken a nosedive. We’re talking a 25.2% drop since 2021, which is almost 400 million people who have just stopped showing up .
And while the user numbers have been kinda flat, it’s clear that the glory days of explosive growth are over. People might still have an account, but they’re not really using it. It’s like having a gym membership you never use – you’re technically a member, but you’re not getting any value out of it.
The New Kids on the Block: Where Is Everyone Going?
So if everyone’s leaving Facebook, where are they going? A bunch of new platforms are popping up, but the one that’s really catching fire is Bluesky. It’s a decentralized social network, which is a fancy way of saying it’s not controlled by one single company. And people are loving it. Bluesky has already hit 40 million users, and it’s growing like crazy .
Of course, it’s not just Bluesky. People are flocking to all sorts of other platforms, like Mastodon, Discord, and even Reddit, which is having a bit of a comeback. It’s clear that we’re all looking for something new, something that feels more authentic and less like a giant ad machine.
The Generation Gap: Why Gen Z Is Over Facebook
So, who’s leading the charge away from Facebook? You guessed it: Gen Z. A recent survey from ExpressVPN found that only 35% of 18-24 year olds are still actively using Facebook . The rest have either never signed up, or they have an account they barely touch.
So, why the mass exodus? Here’s the breakdown:
•They’d rather be on other platforms (40%): TikTok, Instagram, Snapchat... you name it, they’re there. The short-form video format is king, and Facebook just can’t keep up.
•Too. Many. Ads. (35%): Gen Z has a low tolerance for ads, and Facebook is full of them.
•Privacy is a big deal (27%): This generation is way more aware of data privacy, and Facebook’s track record isn’t exactly stellar.
•Their friends have already left (22%): It’s a classic network effect in reverse. Why stick around when all your friends are gone?
So, How Can Meta Win Back Gen Z? 3 Ideas
Alright, so if you’re Meta, what do you do? Here are three ideas for how they could get Gen Z to give them a second look:
Pause - y’all KNOW how I feel about Meta. That being said I removed my bias against the platform and put my journalist hat on for these ideas…
1.Launch a “Discovery” Feed: Create a separate, optional feed that’s all about short-form video. No baby pictures from your aunt, no political rants from your uncle – just pure, unadulterated entertainment. Make it fun, make it trendy, and make it feel completely different from the regular Facebook feed.
2.Offer an Ad-Free Subscription: For a few bucks a month, give people the option to have an ad-free experience with more control over their privacy. It’s a win-win: users get a better experience, and Meta gets a new revenue stream. It’s a simple idea, but it could go a long way in rebuilding trust. Those who know me know that I’ve talked about this ALOT - just saying…
3.Make Groups Fun Again: Remember when Facebook Groups were actually cool? Meta needs to bring that back. They could add gamification features like leaderboards and badges, make it easier to find cool communities, and give admins better tools to keep the trolls out. Make groups a place where people actually want to hang out again.
The Takeaway: The Future of Social Media Is Changing
So, is Facebook dying? Not exactly. But it’s definitely not the king of the hill anymore. The social media world is changing, and it’s becoming more decentralized, more diverse, and more focused on what users actually want. And for us, that’s a good thing. It means more choices, more control, and hopefully, a better online experience for everyone.
References
Told y’all I was coming with my receipts!
[2] Zitron, Edward. “We’re Watching Facebook Die.” Where’s Your Ed At. May 28, 2024.
[3] Backlinko. “Bluesky Statistics: How Many People Use Bluesky?” November 12, 2025.
[4] ExpressVPN. “Survey: How Generations Are Using Facebook in 2025.” February 10, 2025.