Facebook Pokes: Are They Making a Comeback?

The Re-emergence of Facebook Pokes

Despite perceptions to the contrary, the “poke” feature has consistently remained a functional element within Facebook. Initially introduced during Facebook’s formative years, this feature allowed users to gain a friend’s attention through a virtual interaction. Although its usage diminished over time, a recent resurgence in popularity among younger demographics has prompted Facebook to re-emphasize and enhance the poke experience.

A Dedicated Poke Button and Tracking

Users can now initiate a poke directly from a friend’s Facebook profile via a newly implemented button. This action generates a notification for the recipient. Furthermore, Facebook has created a dedicated page at facebook.com/pokes where users can identify who has poked them and discover friends with whom to interact.

This page also introduces “poke counts,” which increase with each mutual poke between friends. Users retain the ability to dismiss unwanted pokes, preventing unwanted reciprocal interactions.

Drawing Inspiration from Gamification

The introduction of poke tracking is strategically aimed at attracting younger users accustomed to gamified social media features. Similar mechanics are prevalent in platforms like Snapchat and TikTok, where “Streaks” encourage consistent interaction.

However, it’s important to note that these streak-based features have faced scrutiny and legal challenges due to their potentially addictive qualities, particularly concerning their impact on children.

Boosting Engagement Through Visual Cues

Meta intends to foster a comparable engagement dynamic on Facebook by highlighting poke counts. As users increase their poke interactions with a friend, distinct icons—such as a fire emoji or numerical indicators like “100”—will appear alongside the friend’s name.

Recent Efforts to Revitalize the Poke

This renewed focus on pokes isn’t entirely new. In March 2024, Facebook implemented changes to improve the discoverability of the poking feature through search and simplified the process of poking a friend immediately after a search. These adjustments resulted in a fifteen-fold increase in poking activity, according to Meta’s reports.

The intended use of a poke remains deliberately undefined by Facebook, allowing for individual interpretation. It can serve as a means of attracting attention, expressing interest, or simply playful teasing, depending on the user’s intention.

Meta's Strategy for Increased User Activity

While poke counts may not reach the same level of prevalence as streaks, their addition signifies Meta’s commitment to enhancing user engagement on the Facebook platform.

Concerns Regarding Habit-Forming Features

Research conducted by Jon Haidt, author of “The Anxious Generation,” highlights the awareness within social media companies regarding the habit-forming nature of features like streaks. His co-published article with Zach Rausch revealed internal documents from Snap acknowledging the popularity and effectiveness of streaks in driving user engagement.

Appealing to a Younger Demographic

Despite remaining a significant revenue source for Meta, Facebook has faced criticism for its declining appeal among younger users, particularly within the United States. The company has launched various initiatives to recapture this demographic, including the now-defunct Facebook Campus and a recent redesign geared towards Gen Z.

These efforts demonstrate Meta’s ongoing attempts to adapt Facebook to the evolving preferences of younger audiences.