Meta is working to make it easier for people to switch between their social media accounts.
Anyone using either app will be able to hop between them if they have linked their profiles through the accounts center. Users can easily switch between the apps when they log into one app through the profile menu.
Users are encouraged to enable connected experiences through the Accounts Center. The feature is currently being tested, but it is widely available for all of the world's major mobile platforms.
Meta wants users to rely on a centralized account across apps, so the company is making it simpler to create and manage multiple accounts. It was kind of annoying to sign up from scratch for new accounts with an existing account, but now users can do that with an existing account. A test of the new account creation feature is available on both mobile platforms.
Meta was once against the idea of its users maintaining a bunch of different profiles, but has changed its tune recently.
There could be more than one reason for that. Younger users who are comfortable on pseudonym-friendly social platforms are a good example of how digital identity is evolving. Meta is aware that TikTok is cutting into time spent on its own apps. Encouraging more accounts and more cross- platform logins might juice its user engagement numbers, making it look less dire on quarterly earnings calls.
Meta wants its suite of apps to be as connected as possible so that if regulators ever make good on threats to break up the company, it won't be as easy as forcing it to sell its other businesses. It's very Meta to defend against a perceived threat to its business if regulators in the U.S. ever come down on it.
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