Meta Platforms Inc. (NASDAQ:META) declared on Friday that Facebook has drawn the largest cohort of young adults in three years, as the platform attempts to shed its persona as a spot for older folks.

Meta proclaimed that more than 40 million American and Canadian adults aged 18 to 29 are now daily Facebook users, indicating the enterprise’s first-ever publication of such demographic data. Facebook, founded by Mark Zuckerberg—who turned 40 last month—has commemorated its 20th anniversary this year.

This growth indicates Meta’s endeavors to win back young adults’ interest, who have increasingly utilized the short video application TikTok, owned by China’s ByteDance. A corporate spokesperson alluded that Meta has perceived “five quarters of robust app usage growth” amongst young adults.

Initially launched in a Harvard University dormitory in 2004, Facebook swiftly enlarged across U.S. college campuses and became the paramount communication platform for a generation. The app attained 50 million users within its initial three years and presently boasts 3.2 billion users globally.

However, Facebook’s allure to youthful users—central drivers of consumer trends and pivotal to advertisers—has dwindled with the passage of time. According to a Pew Research Center survey last year, approximately one-third of U.S. teenagers reported using Facebook, signifying a remarkable decline from surveys conducted in 2014 and 2015.

Conversely, the proportion of all U.S. adults using Facebook has stayed fairly steady at approximately 68% since 2016, according to Pew.