The holidays definitely help give people a little more down time – less work, more ‘play’, which in an adult sense is time well spent with either friends or family. This observed time period is also an opportunity for social platforms to gain more viewers, or at least see a slight increase in terms of usage, as well as serve as a prospective period for creators to try out new things. This is exactly the driving force behind Facebook’s latest push on facilitating more opportunity for creators on its platform, with its new ‘Professional Profiles’. Along with this new ‘mode’ are updates for its Creator Pages.
‘Professional Mode’ means to serve as an alternative platform for emerging creators to help them better glean audience insights and improve initial connection. Facebook goes on further to explain:
“We know that many creators – especially those who are just starting out – are on profiles, so from today we’re announcing the roll-out of a new professional mode for profiles. Professional mode will open up access to post, audience and profile insights, as well as give easy access to monetization features – all in one place.”
Like A Pro
The way Facebook sees it, instead of pushing budding creators to Professional Pages, Professional Mode provides them with more insights regarding audience growth and post performance all through using just their regular Facebook profiles.
Facebook is essentially creating a gateway for those wanting to be creators, or at least, is testing the waters to see if you’re ready to either take the next step or wanting to see what kind of engagement is needed in order to elevate your efforts. From the examples above, those who toggle Professional Mode on will also qualify for Reels bonuses and other features, which Facebook hopes encourages more people to post more often, all in favor of increasing these new engagement stats.
Since it’s a toggle, note that you can turn off Professional Mode at any time, especially if you’ve come to terms that being a social media creator just isn’t your thing. It’s a nice way of providing that small, yet pivotal nudge to those who are just in need of a little extra push.
Professional Mode will be tested using a small pool of select profiles in the US, before expanding it to a full EMEA roll out sometime next year. On top of incentivizing new creators, Facebook also announced updates for seasoned Creator Page pros. Among these updates is a new Professional Dashboard that offers a more comprehensive overview of Page performance data and audience insights. The new dash present more in-depth data, as well as information on Bonuses and Stars that help in keeping track of various creator elements.
There’s also a new top-of-feed overview prompt, which grabs a snapshot of new shares and comments on creator content. The panel also has some tips on how to create high-performing content based on trends and engagement data.
Lastly, Facebook is testing a new two-step post composer, which will give creators who use Pages the ability to schedule posts, as well as cross-post them to groups directly from the composer window. This could aid in streamlining the posting process, especially for creators who also have their own groups, fans, and/or communities.
The Wrap
Facebook is keen to give focus to its key creator platform, especially now that it’s in the process of meeting personal goals of winning back younger users. The goal is to make their own platform more attractive so as to better attract popular stars to their network instead of to TikTok or YouTube.
While not as flashy as Snap’s AR effects, or as widely accepted as TikTok’s full-screen format and short-form preference, Professional Mode definitely brings something to the table and helps up-and-coming creators to better establish themselves on Facebook and its vast-reaching channels. Facebook is launching Reels in EMEA the first half of 2022, giving more emphasis on its new Professional Mode, and better securing Facebook’s current larger presence in every market.
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