As part of a test, Facebook will allow certain users to have multiple profiles, the company announced today, suggesting a dramatic move as Meta seeks new methods to keep users on the platform in the face of increasing competition from rivals.
As part of the test, certain Facebook users will be able to associate up to four additional profiles with their primary account. Additional profiles can be used for different purposes, such as one for friends, one for colleagues, and others for communicating with interest groups and influencers. Users will still have one account, but can switch between profiles with a few clicks.
According to Facebook spokesman Leonard Lam, profiles will be subject to the Facebook rules and violations of one profile will affect the account as a whole.
“To allow users to customize their Facebook experience based on their interests and relationships, we’re testing a feature that allows people to associate multiple profiles with one account. “Facebook users must continue to abide by our policies,” Lam says.
Users who create additional accounts do not have to use their real name as display name, according to Lam, as long as the alias does not violate the rules of the platform and does not contain numbers or special characters. The Facebook rule requiring account holders to use their real name has been a source of contention for years, leading to legal action in Germany.
Facebook’s shift from a single profile comes as the site struggles to retain users, especially young people, in the face of growing existential threats like TikTok. The fourth quarter of 2021 marked the first time in the company’s history that the daily number of users fell.
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