What The Tech: Why Are So Many People on Facebook Suddenly “Digital Creators”?
BY JAMEY TUCKER, Consumer Tech Reporter
Take a look through your Facebook friends list. Chances are, several people now have the words “Digital Creator” displayed under their names. That may seem strange, especially when many of them have never produced videos, written ablog or tried to become social media influencers.
So why are they suddenly being called digital creators?
The answer is a Facebook feature called Professional Mode.
What is Facebook Professional Mode?
Professional Mode lets people add creator-style features to their existing personal profiles. They do not have to set up and manage a separate Facebook Page. Once Professional Mode is turned on, users may gain access to features such as audience statistics, post-performance information and the ability to attract followers who are not Facebook friends.
Eligible users may also have opportunities to earn money from the content they post. The “Digital Creator” label does not necessarily mean someone produces content professionally or earns money from Facebook. In many cases, the person simply turned on Professional Mode after Facebook recommended it.
Does Professional Mode make your Facebook profile public?
Professional Mode allows anyone to follow a profile and see the posts that user shares publicly. However, it does not automatically make every post public. Users can still choose whether each post is visible to the public, friends or a more limited audience. That distinction is important. Professional Mode is designed to help users reach people outside their existing friends list, but personal posts can still be restricted when the correct audience setting is selected.
Why does Facebook want more digital creators?
Facebook is competing with TikTok, YouTube and other social platforms for users’ attention. By giving ordinary users creator tools, Facebook encourages more people to publish videos, photographs and other posts publicly. That gives the platform more content to recommend. More content can keep users scrolling longer, which also creates more opportunities for Facebook to display advertising.
In other words, Facebook does not need every Professional Mode user to become a successful influencer. It benefits when more people simply post more public content.
Why are scammers using the Digital Creator label?
Scammers also use the “Digital Creator” label because it can make an otherwise sparse profile appear more professional. Some suspicious profiles may have few genuine photographs, no hometown listed and a hidden or nearly empty friends list. Administrators of private Facebook groups may also notice these profiles repeatedly requesting membership.
Once a scammer is approved to join a private group, that person may be able to view group posts, identify members and contact them directly. The label alone does not prove an account is fraudulent. It is simply one clue to consider alongside the rest of the profile.
Look at how long the account has been active, whether its photographs appear genuine, whether it has normal interactions with friends and whether its posts seem original.
Should you turn on Professional Mode?
Professional Mode can be useful for musicians, photographers, real estate agents, small-business owners and anyone else trying to reach a larger audience. But people who use Facebook mainly to share family photographs and stay in touch with friends may receive little benefit from it.
The biggest concern is remembering who can see each post. A personal photograph accidentally shared with the public could be viewed by followers and strangers instead of only Facebook friends.
Before turning on Professional Mode, consider whether you actually want a larger public audience. The extra reach may be useful for creators, but it may not be an upgrade for everyone.
