Meta Enables Users to Seamlessly Switch Between Instagram & Facebook

Meta is a tech behemoth, owning the top social platforms which includes Instagram and Facebook. Both social platforms have their own distinctive features but thanks to Meta, users are able to connect their Facebook and Instagram accounts for a more holistic experience.

The latest feature rolled out by Meta allows users to easily switch between their Facebook and Instagram profiles through the profile switching tool.

‘Profile Switching’ with Meta

Those who have connected their accounts via Meta’s consolidated profile portal, the Accounts Center, will be able to switch between the two apps. When signed into one app, users may now effortlessly switch between applications using the profile menu, which displays any related accounts. The amalgamation of apps also makes it easier to manage business/public accounts i.e if you have a clone it app page on Facebook and Instagram, you can view page insights of both on Facebook after connecting accounts.

Through the Accounts Center, Meta urges customers to activate “linked experiences,” which unify identification across its products. For the time being, the function is under testing, although it is broadly accessible for iOS, Android, and web users worldwide.

Meta wants customers to depend on a single account across applications, but the firm is also making it easier to establish and manage additional accounts. Instead of joining up from scratch, users may now establish new profiles using an existing Instagram or Facebook login. The new account creation option, which is also still under testing, is now accessible internationally on iOS and Android.

While Meta was formerly adamantly opposed to its customers having many personas, preferring instead to have a single “true” identity, the firm has altered its tune in recent years.

It’s possible that there’s a number of causes for this. A liberal interpretation is that Meta is aware that digital identity is becoming more flexible and complex, especially among younger users who are at ease on pseudonymous social networks. However, Meta is well aware that TikTok, its emergent competitor, is reducing the amount of time consumers spend on its own applications. Encouraging additional accounts and cross-platform logins may boost its user engagement metrics, making things seem less dismal during quarterly earnings calls and the like.

Furthermore, we believe Meta wants its software suite to be as integrated as possible these days so that if authorities ever make good on threats to break up the firm, it won’t be as simple as forcing it to sell Instagram, WhatsApp, or its VR business. All in all a very ‘Meta’ move, the co-dependency of products will minimize threats and hopefully enhance user experience.