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Facebook Campus

*The* Facebook

Written by: Joe Bartolotta

This year, students all across the country are facing new challenges as many campuses shift to remote learning. Fortunately, there is a new college-only social network in town.

Facebook has come full-circle with its newest idea, Facebook Campus, a college-only space designed to help students connect with fellow classmates over common interests. Facebook Campus is reminiscent of the early days of Facebook, back when it was still called The Facebook and Zuckerberg was still a student at Harvard. Just like The Facebook, users need a valid college email address to register for Campus.

Once a Campus profile is set up, students can discover groups and events unique to their school. Some key features include a campus-only news feed for students to get updates on news and events, and a built-in campus directory to find and friend other students. Students also have the option to add information like their major, minor, classes, hometown, and dorm to their profile to better find classmates with commonalities. This added information helps students to create virtual study groups, chat rooms, and connect with academic peers.

Facebook Campus

All of this information of course gives Facebook more data on this younger demographic of users, which helps inform its ad targeting decisions. It’s no secret that Facebook isn’t the preferred social network among teens and young adults, and Facebook is banking on Campus to help revitalize this user base. Last year, only about 3% of teens said that Facebook was their most used social media platform. Facebook’s slice of the pie has continued to get eaten away by SnapChat, Instagram, and more recently, TikTok. But Facebook Campus, which is in pilot mode at 30 universities, could help change this trend and jumpstart the company’s slowing revenue growth.

Young adults, and especially teens, are considered one of the most valuable customer groups. This is largely due to their tremendous purchasing power and the fact that they haven’t fully formed their brand preferences yet. So while marketers and advertisers may not be invited to join the Campus party, they’ll certainly be lurking right outside the windows.