After a year-long experimentation phase, Meta has officially unveiled its new multi-profile feature. This feature allows users to create multiple Facebook profiles, catering to their diverse interests and enabling them to share different content with various audiences.
With this new “Create another profile” option, users can craft customized profiles based on their interests. This allows them to engage in a broader range of topics and maintain separate friend lists and feeds for each profile.
As explained by Meta:
Whether you’re new to Facebook or a longtime user, you may want to keep your personal and professional relationships separate, or you may want to keep one profile tied to a community you’re a part of and another profile just for friends. Creating multiple personal profiles lets you easily organize who you share with and what content you see for the various parts of your life. Think one profile for the foodie scene you love and another one to keep up with your friends and family.
Users can create up to four additional personal profiles within the app, each with its own unique username and feed. This separation not only enhances privacy but also encourages users to comfortably share more of their interests.
This feature isn’t entirely new, as Meta began testing it back in July. Based on the positive feedback from beta users who appreciated the clearer separation between different aspects of their lives, Meta decided to launch this option.
We heard from people that clearer organization of friends, groups, and interests helps them feel freer to engage with the audience they believe is most relevant. And we’ve seen the success of separate interest-based accounts on Instagram, so we’re excited to bring this option to Facebook.
Meta has also experimented with similar features in groups, enabling users to create distinct “About Me” sections for each community to highlight specific information.
Whether this feature will succeed in making users more comfortable with sharing personal updates and posting more frequently remains to be seen. The requirement to switch between profiles and manage notifications for each profile may deter many users. Nonetheless, Meta sees value in offering this option, suggesting positive indicators from its initial testing.
It’s an interesting development, and its impact on user engagement will become clearer as it rolls out globally over the next few months. Meta has also noted that some features, like Dating, Marketplace, Professional Mode, and payments, will not be available for additional personal profiles at launch, and there will be certain restrictions on messaging for these profiles.