Facebook will allow some users to have multiple profiles as part of a trial, the company announced today, signaling a big change as Meta looks for new ways to encourage users to stay on the platform despite increasing competition from rivals.
As part of the test, some Facebook users are given the option to create up to four additional profiles linked to their original account. The idea is that additional profiles can be used for different purposes, e.g. B. one for friends, one for colleagues and another for interacting with stakeholders and influencers. Users still have an account but can switch between profiles with a few clicks.
Profiles are subject to Facebook’s policies, and violations in one profile impact the entire account, spokesman Leonard Lam said.
“To help people customize their experience based on interests and relationships, we’re testing a way for people to associate more than one profile with a single Facebook account. Everyone who uses Facebook must continue to abide by our rules,” says Lam.
Users who create additional profiles don’t have to use their real identity for their display name, Lam says, as long as the proxy doesn’t violate the platform’s policies and doesn’t contain numbers or special characters. The Facebook rule that account holders must use the name they use in real life has been a point of contention for years and has even led to legal action in Germany.
Facebook’s move away from a single profile comes as the platform struggles to retain users, especially young people, as existential threats like TikTok continue to rise. In the fourth quarter of 2021, the company lost daily users for the first time in the company’s history.
https://www.theverge.com/2022/7/14/23219030/facebook-multiple-profiles-meta-active-users Facebook’s new test allows people to have up to five profiles