Faced with the “phenomenon” of aging users and a general decline in Facebook’s revenues, Meta tries to hide the decline in the number of active users by allowing those who remain to use multiple identities, the resulting profiles being attached to the existing account, which can be switched without re-entering the login data.
If previously, Facebook allowed the association of a profile with a single user account, now anyone can have multiple identities, Meta officially encouraging this practice, while also providing the means to quickly switch between identities attached to the same Facebook account.
For example, if you have a “hobby” that you want to associate with a certain identity on Facebook (e.g. posting mean comments on another person’s posts), you can define an alias of the form @username, which will be associated with the profile main. Facebook allows you to set up to four such aliases, each with its own profile page, pictures, list of pages and users you have followed, respectively, personalized content feed.
Called the Profile Switching Tool, the new Facebook profile switching dialog comes as an extension of the current option for switching between your personal profile and the identity of the Facebook pages you manage. Thus, once you create a new Facebook profile, all that remains is to associate it by saving the login data in the mobile application or in the web browser, after which you will be able to use the function specially implemented by Meta to jump from one profile to another in just a few seconds, without having to go through the reconnection process each time by entering login data.
For example, this feature will allow you to keep a main profile with which to impress close friends and family, a “serious” profile to show off to work colleagues, and another “playful” profile with which to impress future “conquests”, ensuring that everyone can only see the profile you intend to show.
In fact, Facebook itself says that the new feature aims to “help people tailor their experience based on their interests and relationships.”
However, we cannot ignore the potentially negative aspects of the new feature. For example, the possibilities for SPAM and the creation of “ghost” accounts multiply exponentially, as anyone can have different identities on Facebook, ready to be used for less than honest purposes. While Meta hopes to limit this potential by forcing users to associate each newly created profile with their main account identity, the reality is that each profile can have a different username, with the entire system designed around the idea of masking or misrepresenting the real identity .