As part of a test, Facebook will allow certain users to have multiple profiles, the company announced today, suggesting a dramatic move as Meta looks for new methods to keep users on the platform in the face of growing competition from rivals.
As part of the trial, certain Facebook users will be able to link up to four additional profiles to their main account. Additional profiles can be used for various purposes, such as one for friends, one for co-workers, and others for communicating with interest groups and influencers. Users will still have a single account, but will be able to switch between profiles with a few clicks.
According to Facebook spokesman Leonard Lam, profiles will be subject to Facebook’s rules and violations in one profile will affect the account as a whole.
“To allow users to personalize their Facebook experience based on their interests and relationships, we are testing a feature that allows people to have multiple profiles attached to a single account. “Facebook users should continue to adhere to our policies,” Lam says.
Users who create additional accounts will not be required to use their real name as a display name, according to Lam, as long as the alias does not violate platform rules and does not contain digits or special characters. Facebook’s rule requiring account holders to use their real-world names has been a source of disagreement for years, leading to legal action in Germany.
Facebook’s move away from a single profile comes as the site struggles to retain users, particularly young ones, in the face of rising existential threats like TikTok. The fourth quarter of 2021 marked the first time in the company’s history that daily users decreased.
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