Facebook has 3 billion users. Many of them are old.

Facebook says it is not dead. Facebook also wants you to know that it is not just for “old people,” as young people have been saying for years.

Now, with the biggest thorn in its side — TikTok — facing heightened government scrutiny amid growing tensions between the U.S. and China, Facebook could, perhaps, position itself as a viable, domestic-bred alternative.

There’s just one problem: young adults like Devin Walsh have moved on.

“I don’t even remember the last time I logged in. It must have been years ago,” said Walsh, 24, who lives in Manhattan and works in public relations.

Instead, she checks Instagram, which is also owned by Facebook parent company Meta, about five or six times a day. Then there’s TikTok, of course, where she spends about an hour each day scrolling, letting the algorithm find things “I didn’t even know I was interested in.”

Walsh can’t imagine a world in which Facebook, which she joined when she was in 6th grade, becomes a regular part of her life again.

“It’s the branding, right? When I think of Facebook, I think ugh, like cheugy, older people, like parents posting pictures of their kids, random status updates and also people fighting about political issues,” Walsh said, using the Gen Z term for things that are definitely not cool.

The once-cool social media platform born before the iPhone is approaching two decades in existence. For those who came of age around the time Mark Zuckerberg launched thefacebook.com from his Harvard dorm room in 2004, it’s been inextricably baked into daily life — even if it’s somewhat faded into the background over the years.

Facebook faces a particularly odd challenge. Today, 3 billion people check it each month. That’s more than a third of the world’s population. And 2 billion log in every day. Yet it still finds itself in a battle for relevancy, and its future, after two decades of existence.

For younger generations — those who signed up in middle school, or those who are now in middle school, it’s decidedly not the place to be. Without this trend-setting demographic, Facebook, still the main source of revenue for parent company Meta, risks fading into the background — utilitarian but boring, like email.

It wasn’t always like this. For nearly a decade, Facebook was the place to be, the cultural touchstone, the thing constantly referenced in daily conversations and late-night TV, its founding even the subject of a Hollywood movie. Rival MySpace, which launched only a year earlier, quickly became outdated as the cool kids flocked to Facebook. It didn’t help MySpace’s fate that it was sold to stodgy old News Corp. in 2005.