Meta Transforms Facebook's Poke Function into a Game-like Flirtation Experience for the Gen Z Audience
In a bid to engage a younger audience, Facebook is revitalising its poke feature, a remnant from the platform's early days. According to Meta executive David B. Wright, this move is a strategic step towards reaching out to the younger demographic.
The poke feature, which allows users to express interest or acknowledgement towards their friends, has seen a surge in popularity among younger Facebook users. Ime Archibong, vice president of product management at Meta, notes that this interest stems from young adults' desire for simpler ways to connect with friends, with the meaning of the poke being left up to the user.
First introduced in Facebook's early days, the poke feature has been somewhat neglected over the years. However, it is now making a comeback, with plans to make it more accessible from profile pages and the Friends tab. The centralised poke page at facebook.com/pokes will remain, enabling users to view who's poked them, who they've poked, and who Meta's algorithm thinks should be their next target.
Wright suggests that for the poke feature to gain traction among younger users, it needs to be well-promoted and have a clear strategy. He proposes that Facebook should explain the meaning and purpose of the poke feature more clearly, and use its data to determine and test what people want and need to make it successful.
Updates to the poke feature, such as indicators for poke counts, the option to dismiss pokes, and emoji badges similar to those on platforms like Snapchat and TikTok, are also in the works. However, these updates might not yet appear for everyone, as Meta is planning a global rollout for the new features.
Early adoption results of the poke feature among US and Canadian young adults (aged 18-29) have been positive, according to Archibong. This renewed interest in the poke feature could signal a shift in social media trends, as users seek out simpler, more personal ways to connect with friends and express their feelings.
As Facebook continues to evolve, the poke feature's resurgence serves as a reminder of the platform's origins and its ongoing commitment to providing users with tools to maintain connections and express themselves.
