SOCIAL MEDIA
Creator Account Switching
Role: Product Designer
Company: Meta
Year: 2022
Background
As one of the major themes for public story to drive Creators value, we believe that driving the AP+ (Professional Page) story creation from their admin’s voice is a good lever to increase original FB public story creation.
Where are Creators and Admins spending most of their time? One hypothesis for low AP+ DAC (daily active creation) has been that admins are not active on FB, however, this is not true. 81% of AP+ are active on personal feed but not on their Professional Page Feed. These users are just not switching into their professional voice.
SOLUTION
Improve existing Professional Page re-share experience
The main hypothesis for this idea is that - when professional account admin is inspired with a story creation idea in their own voice, we should have a simplified story creation experiences to capture the moment. Additionally, there is a very clear correlation between Creator size, and AP+ feed usage. AP+ is just not the right product for smaller Creators, and they would derive more use out of a singular feed and voice. This feature should be consistent across all creation which includes Post, Reels, and Stories.
Provide Admins the option to voice switch during creation.
The proposed design to increase Admin creation involves adding a second step to the Post Creation flow. The first step will be the same experience as general users currently have, while the second step will display an option to toggle and voice switch to Admin, allowing them to post on other accounts they manage.
This approach is intended to increase the likelihood of Admins creating more content, ultimately resulting in a more engaging experience for users across all accounts managed by the Admin. The added functionality aims to be intuitive and simple, providing an easy-to-use and effective solution for Admins.
Outcome
Led to +4% QDEC (Quality Daily Engaged Creators) gains.
+9% posting gains for IOS and Android users globally.