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Meta May Soon Enable Users to Set Up Various Facebook Profiles Tied Back to a Master Account



Meta May Soon Enable Users to Set Up Various Facebook Profiles Tied Back to a Master Account

For many, Facebook has lost its appeal in recent times. Part of the reason for that is because everyone is on it – including your parents, grandparents, long-lost school friends, etc. With everyone on there, posting about every other thing, it can feel less personal, which may stop you from sharing the things that you might on other apps.  

But what if you could have various Facebook identities, with separate profiles to interact with different elements of the platform?

That’s what Facebook’s experimenting with, with users potentially able to create up to 5 separate profiles all tied back to one master account.

As reported by Bloomberg:

Meta will start letting users create multiple profiles with their Facebook accounts, the company’s latest attempt to encourage posting and sharing on its social network.  As part of a test, certain Facebook members will be able to create as many as four additional profiles, and each one won’t need to include a person’s real name or identity.”

So, theoretically, you might have one Facebook identity that you use to interact with friends, then another for co-workers. Each of these facets would come with its own News Feed, providing a new way to interact within different elements, without having to share everything with every one of your connections.

Which is kind of like Groups, which has become a key focus element for Facebook of late. As more users have become more wary about sharing everything to their main feed, groups have provided an alternative, enabling people to interact with more niche interests, without worrying about being judged by peers, or annoying people with their thoughts on politics, sports, etc.


Which seems to be the real focus here. Last February, Meta CEO Mark Zuckerberg said that a common note of feedback that Facebook execs hear is that people don’t want political content to take over their News Feed. Increasing political division has infected Facebook, arguably more so than other apps, which may be due to the breadth of Facebook’s user base, which means that older, more traditional perspectives are clashing with younger audiences in the app.

That, as Zuckerberg notes, has become a point of angst for many, and maybe, by enabling people to create alternate profiles, for different audiences, that could free people up to discuss what they like within different groups, without fearing judgment or criticism – and indeed, argument – for such.

The concept also leans into future metaverse use, with Meta also looking to create variable avatars for the evolving digital space.

Zuckerberg also recently discussed alternative use cases for different kinds of avatars, with more true-to-life 3D depictions of yourself for, say, work meetings and professional applications, and cartoonish avatar characters for your day-to-day interaction in the space.

In this sense, Facebook’s alternative profile options could be a precursor to the next stage, where you’ll have different avatar characters to engage within different elements – so it’s not only focused on improving engagement right now, but also on training users to get more accustomed to showing different sides of themselves within different elements.

It could make sense, but then again, do people really want to create alternative profiles within Facebook?

I agree with the concept, and that it would have been valuable at some stage. But now, it feels like most people have established what Facebook is, and what it isn’t, and they use other apps, for the most part, to express different sides of their personality.

In this sense, I’m not sure that many people will be rushing to set up alternative profiles on Facebook to connect with different groups. It’s a good idea, but maybe too late – but then again, maybe if Facebook were to have alternative, swipeable news feeds, all catered to different elements of your life, that could have unique value and application.


Then again, Facebook has tried this before, with alternative, topic based News Feeds in the app.

That didn’t work, largely because the topic feeds were a mess, with junk, spam and repeated posts taking up too much space in each element.

Maybe, then, wholly dedicated, personalized News Feeds, aligned with aspects of your personality, will be better suited, and maybe, if Facebook does go ahead with the project, it could be a thing,

We’ll have to wait and see what Zuck and Co. have planned – but the concept once again underlines how Meta is looking to re-think its once flagship app, in a bid to maintain relevance.

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics



Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

As it works to latch onto the short-form video trend, and negate the rising influence of TikTok, Meta has announced some new updates for Reels, across both Facebook and Instagram, including additional Reels insights, the expansion of the ‘Add Yours’ sticker, and ‘auto-created’ Reels clips. Yes, automatically created Reels videos.

Here’s how the new additions work.

The main addition is the expansion of the ‘Add Yours’ sticker from Stories to Reels, providing another way to prompt engagement from other users via Reels clips.

As you can see in these example images, you’ll now be able to post ‘Add Yours’ questions via Reels clips, while you’ll also be able to view all the various video responses to any prompt in each app.

It could be another way to spark engagement, and lean into the more interactive ethos of the short form video trend. Part of the appeal of TikTok is that it invites people in, with the participatory nature of the app essentially expanding meme engagement, by making it more accessible for users to add their own take.

Meta will be hoping that the ‘Add Yours’ sticker helps to facilitate the same, prompting more engagement with Reels clips.

Next up is auto-created Facebook Reels, which, as it sounds, will enable users to automatically convert their archived Stories into Reels clips.

Reels updates

As you can see here, you’ll soon see a new ‘Create from Your Story Archive’ prompt in the Reels creation flow, which will then enable you to convert your Stories into Reels clips.

So it’s not exactly wholly automated Reels creation, as it’s just flipping your Stories clips into Reels as well. But it could provide another, simple way for users and brands to create Stories content, utilizing the video assets that they already have to link into the trend.

Worth noting that Meta also recently added a tool to convert your video assets into Reels within Creator Studio.

Meta’s also expanding access to its ‘Stars’ creator donations to Facebook Reels, which is now being opened up to all eligible creators.

Stars donations in Reels

Meta initially announced the coming expansion of Stars to Reels back in June, which will provide another critical monetization pathway for Reels creators. Short form video is not as directly monetizable as longer clips, where you can insert pre and mid-roll adds, so add-on elements like this are key to keeping creators posting, and fueling an ecosystem for such in its apps.

Stars on Reels will be available all creators that have maintained at least 1,000 followers over the last 60 days.

Meta’s also adding new Reels performance insights to Creator Studio, including Reach, Minutes Viewed, and Average Watch Time.

Reels updates

That’ll provide more perspective on what’s working, and what’s not, to help optimize your Reels approach – which could be especially valuable in the coming holiday push.

Lastly, Meta’s also expanding some Reels features that were previously only available in Instagram to Facebook as well.

Crossposting from Instagram to Facebook is now available to all Instagram users, while Meta’s also expanding its Remix option to Facebook Reels also.

Reels updates

As noted, Reels has become a key focus for Meta, as the short-form video trend continues to gain traction, and TikTok continues to rise as a potential competitor. By replicating TikTok’s main elements, Meta’s working to negate its key differentiation, which could ensure that more of its users don’t bother downloading a new app, and just stick with its platforms instead.’

Which, whether you agree with that approach or not, has proven effective. Reels content now makes up more than 20% of the time that people spend on Instagram, while video content, overall, makes up 50% of the time that people spend on Facebook.


Meta additionally notes that it’s seen a more than 30% increase in engagement time with Reels across both Facebook and Instagram.

Meta doesn’t need to ‘beat’ TikTok as such (as much as it would like to), but it does need to dilute its significance if it can, and make it less appealing for users to have to start yet another new account, and re-build their friends list.

That’s why it’ll continue to replicate TikTok at every turn, because millions of people are currently not going to TikTok because of the presence of Reels in its apps.  

You can learn more about Meta’s new Reels updates here.

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