In the fast changing world social media change even faster and the changes they undergo try to address the demands of their users. The process of addressing the requirements is as complex as the users in question and their approach to social media. This study tries to look at possible reasons for the downfall in the number of active users in the biggest numbers of Facebook users nowadays the age 11 – 34 population. As this group constitutes the biggest target for Facebook’s activity it is crucial to understand if and how their expectations change. The complexity of the tool versus other social media is considered together with the problem of addressing the needs of its users in the time of their transition from childhood to adulthood.