SOCIAL MEDIA

Creator Account Switching

Year

2022

Company

Product Design

Background

Driving original Facebook public story creation is a key lever for increasing creator value. As a team, we discovered that 81% of Professional Page (AP+) admins are active on their personal feeds but are not creating on their Professional Pages, simply because they aren’t switching into their professional voice when inspiration strikes.

This insight revealed an opportunity: admins are present and active, but the friction of switching accounts prevents them from posting in their creator voice.

Solution

Simplify story creation for admins when they feel inspired, enabling them to capture moments seamlessly in the right account voice.

I redesigned the Professional Page re-share experience by:

Adding a clear, intuitive account selection step in the post creation flow, allowing admins to choose which account or Page to post to before publishing.
Ensuring this feature works consistently across Stories, Posts, and Reels, supporting smaller creators who prefer a single voice and larger creators who manage multiple accounts.

This reduced friction, encouraged spontaneous creation, and aligned with how admins naturally use Facebook, leading to increased original content on Professional Pages.

Voice Switch During Creation

I designed a simple step in the creation flow that lets admins select which account or Page to post to before publishing, ensuring they can share content in the right voice without leaving their creative flow.

This design:

Allows easy account or Page selection before posting
Keeps admins in their creative flow without extra steps
Ensures content is shared under the correct voice

Outcome

Impact:

+4% increase in Quality Daily Engaged Creators (QDEC)
+9% increase in posting across iOS and Android globally

This project strengthened Facebook’s creator ecosystem by enabling admins to post easily in their professional voice, increasing the volume of authentic, engaging content on the platform.