Facebook Revamps ‘Poke’ Feature with New Gamified Tools to Attract Younger Users
Facebook Revamps ‘Poke’ Feature with New Gamified Tools to Attract Younger Users
Facebook is making a significant push to revive its classic ‘poke’ feature, integrating new functionalities designed to capture the attention of younger users and boost overall platform engagement. The company has introduced a dedicated ‘poke’ button directly on user profiles, allowing for easy virtual nudges to friends.
Beyond a simple notification, Facebook has launched a new section at facebook.com/pokes where users can track their ‘poke count’ with friends. This gamified approach, drawing inspiration from features like Snapchat and TikTok Streaks, aims to encourage ongoing interaction. As poke counts increase, users will see different celebratory icons, such as a fire emoji or ‘100,’ appear next to friends’ names.
This latest effort follows a successful, albeit smaller, revival attempt in March 2024, which saw a 13x spike in poke usage after Meta made the feature easier to find through search. The current comprehensive update signifies a more aggressive strategy to re-engage a demographic that has increasingly gravitated towards rival platforms.
Meta’s move comes amidst ongoing discussions about the addictive nature of social media features, particularly those designed for gamification, as highlighted by research from Jon Haidt. While the purpose of a ‘poke’ remains open to user interpretation—be it a friendly hello, a flirtatious gesture, or a playful annoyance—the underlying goal for Meta is clear: to enhance user stickiness and ensure Facebook’s continued relevance, especially among younger audiences.
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