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Amid Meta’s antitrust trial, leaked emails from the U.S Federal Trade Commission shed light on Meta’s internal challenges in keeping Facebook culturally relevant. In 2022, executives at Meta deliberated various strategies to enhance Facebook’s success, recognizing a decline in its cultural significance.
Fast forward to 2025, and Meta continues to grapple with this issue. Mark Zuckerberg, during the Q4 earnings call in January, expressed the company’s goal to revive Facebook’s cultural relevance by revisiting the essence of “OG Facebook.” One of the steps taken to address this concern is the recent launch of a revamped Friends tab.
Concerns around Facebook losing cultural relevance
Among the many emails shared during the trial, Zuckerberg expressed concerns about Facebook’s diminishing cultural relevance. He emphasized the need for a unique vision to sustain growth and prevent potential health issues in the future. Recognizing the success of Instagram and WhatsApp, Zuckerberg stressed the importance of revitalizing Facebook for the company’s overall prosperity.
Worrying that Facebook’s “friending” structure is outdated
Zuckerberg highlighted the outdated nature of Facebook’s “friending” concept, suggesting the need to modernize and align it with the current social landscape. He pointed out the challenges with existing friend graphs and the weightiness associated with sending friend requests. Zuckerberg believed that Facebook’s cultural relevance was intertwined with its friend graph structure, proposing a shift towards a following-based model.
Proposed solutions
In exploring solutions, Zuckerberg contemplated adopting a following-based system akin to other social networks. He even considered the radical idea of resetting everyone’s friend graphs to start afresh. While acknowledging the risks involved in such a move, Zuckerberg believed that drastic measures were necessary to propel Facebook towards a more culturally relevant direction.
As Meta navigates the complexities of maintaining Facebook’s cultural relevance, the company remains committed to evolving and adapting to the ever-changing social landscape.
