Facebook and cryptocurrencies: New solutions in battle for youth
Facebook hasn't turned its back on cryptocurrencies and wants to try again.
Facebook remains the most successful social network in the world. But over the years, the platform has begun to lose popularity, and in an effort to reverse that trend, the parent company Meta is now prepared to take a decisive step — integrating cryptocurrencies.
As of today, Facebook has around 3.07 billion monthly active users, which is about 38% of the global population. However, in 2025, Facebook is facing serious challenges in maintaining its popularity, particularly among younger users.
Despite ongoing growth in total user numbers, there is a noticeable decline in engagement — especially in developed countries, where competition from platforms like TikTok and YouTube continues to intensify.
A key indicator is that in 2025, social networks and media platforms have become the main sources of news for most people. According to the Reuters Institute Digital News Report 2025, Facebook remains one of the most important platforms for accessing news. In 2022, Facebook's reach in this segment was 30%, but it has since dropped to 26%.
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At the same time, the number of users getting news from Instagram and TikTok has grown significantly in recent years — driven by younger demographics. While only 1% of respondents used TikTok for news in 2020, that figure has now risen to 10%.
How Facebook plans to respond
Meta — Facebook's parent company — is fully aware of the problem and understands that the future lies with younger audiences. In May, it was revealed that the company is exploring a new direction. According to Fortune, Meta is prepared to integrate payments in stablecoins like USDT and USDC into its platforms: Facebook, Instagram, WhatsApp, and others.
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The corporation has already consulted with several companies working in the crypto infrastructure space. And it’s not just about appealing to youth — it’s also about aligning with the global shift toward digital assets.
Earlier this year, several of the world’s largest corporations and fintech companies announced plans to launch their own stablecoins in order to stay competitive in the cross-border payments market. Bank of America, for example, stated its openness to launching a stablecoin. Before that, similar statements came from Standard Chartered, PayPal, Revolut, and Stripe.
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Facebook’s previous crypto efforts
Let’s not forget that this isn’t Facebook’s first venture into cryptocurrencies. Back in 2019, the company announced the launch of an ambitious crypto project called Libra. The idea was to create a global digital currency backed by a basket of fiat assets — including the US dollar, euro, yen, and others. Libra was envisioned as a stable and accessible alternative to traditional financial systems, especially for regions with limited access to banking services.
However, the project was met with intense regulatory resistance shortly after its announcement. Critics pointed to potential threats to financial stability, risks to national monetary policy, and concerns about money laundering. In response to this pressure, Facebook reworked the Libra concept — abandoning the idea of a single global currency in favor of issuing multiple stablecoins pegged to national currencies. The project was also renamed Diem to distance itself from Facebook and signal a refreshed approach.
Despite these changes, Diem failed to secure approval from key U.S. regulators. By 2022, it became clear the project would not launch as planned. Meta made the decision to shut it down and sell its remaining assets — including technology and licenses — to Silvergate Capital. In the end, Facebook’s first major attempt to enter the crypto space ended in failure.
The hope lives on
Despite the failed experiment with launching its own cryptocurrency, Meta hasn’t turned its back on digital assets. On the contrary, the company’s current strategy indicates a willingness to take a second, more deliberate step into this space. Today, as younger audiences gravitate toward TikTok and Instagram, and competition in the social media space intensifies, crypto integration may no longer be a trend — but a survival tactic.
Facebook is still the largest social platform in the world with over 3 billion active users, but its popularity continues to gradually decline. Against this backdrop, Meta’s renewed interest in stablecoins seems like a logical response to modern challenges. The potential integration of USDT and USDC into Facebook, Instagram, and WhatsApp is not just about recapturing youth attention — it’s about adapting to the digital economy of the future.
