Why Is Facebook Losing Cultural Relevance? Insights from Meta’s Internal Emails
In recent years, many users have wondered, “Why isn’t Facebook as culturally relevant anymore?” or “What is Meta doing to fix Facebook’s decline?” Newly uncovered emails from Meta’s internal communications shed light on these questions. According to documents shared during Meta’s ongoing antitrust trial, executives acknowledge that Facebook’s cultural relevance has been decreasing rapidly. This decline poses significant risks not only to Facebook but also to Meta’s broader ecosystem, which includes Instagram (IG) and WhatsApp (WA).
Mark Zuckerberg himself expressed concerns about Facebook’s outdated “friending” structure, stating that it feels out of sync with modern social networking trends. For instance, platforms like Instagram, Twitter, and TikTok prioritize “following” over traditional friendships, creating lighter, more engaging user experiences. With Facebook struggling to adapt, Meta faces an uphill battle to restore its flagship platform’s cultural significance by 2025. But what exactly are their plans?
The Problem: Facebook’s Outdated Friend Graph
One of the biggest challenges highlighted in the leaked emails is Facebook’s reliance on its aging “friend graph.” As Zuckerberg noted, most people’s friend lists are stale, filled with connections they no longer engage with. Additionally, requesting someone as a friend can feel overly formal compared to simply following them—a feature embraced by competitors like Instagram and Twitter.
The perception of Facebook as less culturally relevant further compounds the issue. Users today prefer dynamic, algorithm-driven feeds or community-based interactions found on platforms like TikTok and Reddit. Without addressing these structural issues, Facebook risks becoming obsolete in a rapidly evolving digital landscape.
Zuckerberg summed it up succinctly: “The FB app’s position in cultural relevance is deeply tied to the friend graph structure.” In other words, if Facebook doesn’t evolve, it may lose its place at the forefront of social media innovation.
Proposed Solutions: A Bold Vision for Facebook’s Future
To combat these challenges, Meta has proposed several ambitious solutions aimed at revitalizing Facebook. During the company’s Q4 earnings call in January 2025, Zuckerberg announced a renewed focus on restoring Facebook’s cultural relevance through a return to its roots—what he calls “OG Facebook.” One key initiative is the revamped Friends tab , designed to make connecting with close friends easier and more intuitive.
However, some of the ideas discussed internally are far more radical. In one email, Zuckerberg suggested wiping everyone’s existing friend graphs and starting fresh. While risky, this approach could encourage users to rebuild their networks based on current relationships rather than outdated ones. He emphasized that such drastic measures might be necessary to “move the needle” and reestablish Facebook’s dominance.
Another proposal involves transitioning entirely from a “friending” model to a “following” model, similar to Instagram and Twitter. By adopting this fundamental shift, Facebook could align itself with contemporary user preferences while maintaining its unique identity. However, implementing these changes would require careful testing and execution to avoid alienating existing users.
What Does This Mean for Advertisers and Users?
For advertisers, Facebook’s efforts to regain cultural relevance present both opportunities and challenges. On the other hand, businesses must stay adaptable as Facebook experiments with new features and formats. For example, the introduction of a “following” model could change how brands interact with followers, requiring adjustments to content strategies and targeting methods.
As for users, these changes aim to create a more personalized and engaging experience. Whether through improved algorithms, enhanced privacy controls, or innovative social features, Facebook hopes to reclaim its status as a go-to platform for connection and discovery.
Can Facebook Regain Its Glory?
While Meta’s plans to restore Facebook’s cultural relevance are ambitious, success hinges on execution. Will the revamped Friends tab resonate with users? Can Facebook successfully transition from friending to following without losing its core audience? Only time will tell.
One thing is certain: Facebook’s evolution reflects the ever-changing nature of social media. As Meta navigates these challenges, users and advertisers alike should prepare for a platform that blends nostalgia with cutting-edge innovation. Stay tuned as we continue to monitor Facebook’s journey toward renewed cultural relevance in 2025—and beyond.
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