The social network has a rule that bars users from having multiple Facebook accounts but gives businesses, organizations and public figures the option to create pages. Now Facebook is testing a way for users to create up to five profiles linked to one account. Facebook said that switching between the profiles will require only two taps.
The experiment shows how the site has been trying to evolve beyond just a place to share updates with family and friends. Facebook users could create profiles dedicated to their hobbies, such as cooking, design or travel, the social network said Thursday. They could also have a separate profile where they correspond only with certain family members or friends.
Queenie Wong
That’s one way to boost traffic and active users after a drop that spooked the stock market: just let engaged users create more accounts! It will likely boost misinformation and toxicity as well, but hey, who cares if the company can squeeze a bit more profit out of its user base?
On a less cynical note, having separate profiles for various hobbies and interests could prove to be an improved experience for many users. Part of the reason I – and many others I suspect – shifted to Instagram over the years, and why I am frequently on Twitter, is that those networks were more focused on content I was interested in (photography and various news respectively), and I didn’t have to consume random updates from my Facebook connections on top of that. Having multiple accounts could allow people to stay on Facebook and enjoy a richer experience – then again, something similar has been attempted in the past with friend lists, which never became popular with most Facebook users.
From Facebook’s standpoint, having distinct accounts for a variety of use cases could make it easier for them to fine-tune ad targeting. Although, giving the general messiness of humans, I suspect that many will mesh several stuff into one profile, making it harder for Facebook to neatly identify their intent – just like under current circumstances.
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