Much has been written about Facebook’s struggle to attract young people to its services, but journalists have spent less time unraveling how closely those efforts dovetail with attracting social media personalities. Inside the company, however, the relationship has been obvious—and represented a clear call to action.
That was one of the main themes I picked up last week after reading through hundreds of pages of internal Facebook documents that were provided to Congress in redacted form by whistleblower Frances Haugen’s legal counsel. (Read our full story here.)
“YAs [young adults] gravitate toward public figures and emerging creators, but those creators and fandoms are off-platform,” one Facebook presentation from May said. To solve this problem, the researchers said, Facebook should identify emerging talents, help people build audiences and customize incentives to attract creators.