Meta introduces a new feature that gives users more flexibility and control over their presence on Facebook. From now on, users can create up to four additional profiles within a single account. This allows them to organize different interests, communities, and content streams exactly the way they want.
With this multi-profile option, each profile can have its own username and personalized feed. For instance, one profile can be used for personal connections, another for professional content, and a third for specific interests such as sports or travel. It makes it easier to manage the different sides of one’s digital identity without constantly switching between accounts or settings.
What does this mean for brands and advertisers?
This update opens up both new opportunities and challenges for brands. The traditional assumption that one user equals one profile is fading. As a result, advertising audiences become more complex: a single user can now fall under multiple interests or identities, each with unique preferences, engagement patterns, and purchase intentions.
For performance marketers, this means campaign personalization becomes more critical than ever. Relevance within context—not just based on demographics—will determine return on investment. Campaigns tailored to specific interest profiles (such as gaming, sustainability, or local events) will gain more traction than generic brand messaging.
From a content strategy perspective, this also requires a re-evaluation of Facebook’s role within the media mix. Where the platform was once used primarily for broad awareness, it is now shifting toward community-driven segmentation. Brands capable of adapting their content to various subprofiles—for example, through AI-driven content distribution—will be better aligned with Meta’s evolving algorithm.
New implications for privacy and algorithms
While the multi-profile option offers greater freedom, it also raises questions about privacy and transparency. Meta emphasizes that each profile is managed separately, but all data remains tied to a single account. This means that behavioral analysis and ad targeting could, in theory, be aggregated across multiple profiles.
For users, this feature seems like a way to draw clearer lines between work, personal life, and hobbies. For advertisers, however, it represents a redefinition of targeting logic. Segmentation based on context rather than identity becomes essential. The challenge will be to create relevant interactions without losing the balance between personalization and privacy.
