Performing the Self Online: Self-Expression, Monetization, and Growth on Facebook Pro ^† 

Abstract

This paper investigates how users of Professional Facebook, a tool by Meta for content creators, build social networks and monetize content. Through semi-structured interviews with eight active users, we found that their primary goals include enhancing creative skills, earning income, and establishing a digital presence. An interesting finding is that participants experiencing personal growth. This research employed a qualitative approach, with data analysis by NVivo 14 software. However, users also navigate pressures from audience expectations and algorithm demands, highlighting a dual experience of opportunity and challenge. The study suggests future research on the long-term effects of these tools on users’ psychological and social well-being.

1. Introduction

The development of communication technology in recent decades has changed how people interact and participate in public spaces. Recent developments in social media and networks provide larger audiences and greater reach for individuals [1]. The presence of technology and the use of new media, especially online media, has led to cognitive, behavioral, and emotional changes. These platforms are crucial in changing how we see ourselves and others [2]. The internet offers excellent opportunities to shape digital identities and address the shortcomings of direct interaction. They found that Facebook mediates people to present themselves in ways that make sense to overcome “physical barriers” and form identities they cannot have outside [3].

Facebook, one of the world’s most popular social media platforms, has been in the spotlight in many ways, including social interaction, in recent decades. Facebook users in Indonesia number 174.3 million as of April 2024. The number covers about 61.8% of the total population [4]. Facebook is experiencing a development where every Facebook creator can use the professional Meta mode to make more money. Users can build a public following and international community with Facebook Professional mode. After switching to Facebook Professional, they can use it to make money if they meet the monetization requirements [5,6].

In the case of Facebook, although there is a recognition of freedom in creating identities, it is essential to examine the types of language resources and identity concepts used in the process in specific contexts. Facebook and other social media are global phenomena that can create broader forms of shared discourse [7].

2. Literature Review

People present themselves on social media platforms by emphasizing blogging as a way to express themselves, and narrative has a crucial role in maintaining identity [8]. Social media has become a container that users use to form their identities according to what they want [9].

Identity impression management theory emerges and is communicated through interaction. People choose specific roles according to their perception of the environment and their personal needs. After selecting the desired role, they perform a presentation or impression management, a behavior intended to build the desired self-image. A person can play a variety of roles depending on the context and purpose of the communication [10].

The emergence of social media can support various forms of new research on social media. The design and functionality of social platforms have inspired changes in the user’s approach to identity creation and negotiation [11]. Rural content creators often participate in performative events emphasizing their connection to nature and local culture, which helps them build their social identity within a digital community [12].

With its easy accessibility and complex ease, social media is a popular tool for interacting, sharing information, and building and maintaining relationships. Social identity in social media results from negotiations between individuals and their audiences [7]. Feedback can encourage individuals to express their true selves or manage impressions [13]. During online identity reconstruction, many people are driven by different needs [14]; one of them is that social needs refer to the desire to be part of and be accepted by others—as in real life, people want to feel part of a community.

The concept of self-presentation works on social media by considering things like anonymity, persistence, and visibility. It is also emphasized that social media is a place for self-presentation and offers new barriers as others engage in one’s image through likes, comments, and tags [15].

In the online world, users must write about themselves for a profile that allows the desired impression through language, imagery, and media [16]. Furthermore, his study emphasized that exploring identity is not new. Still, there is a unique thing: the closeness of online and interactive social network communication between users affects each other. On the other hand, users build and experience their identities in a social VR environment. This is especially important because this environment evolves to offer more tangible digital representations, which can affect the process of social interaction and personal perception [17].

Successful self-image management allows individuals to gain acceptance from others and expand their network of connections [11]. Bloggers learn to become aware of the mediation of self-presentation through symbolic scenes, disciplined behaviors, emotional voices, and perspective selection, thereby creating emotions and maintaining a community of emotional practices that form between them and the audience [18]. Social media platforms, especially Instagram and Snapchat, allow teens to manage their presentations. that means young users can control how people perceive them on the internet [19].

In the field of online video creation about the creative ways people with physical limitations get social support. Some social support themes include emotional needs and identity construction [20]. People present themselves on social media platforms by emphasizing blogging as a way to express themselves and the narrative has a crucial role in maintaining identity [8].

Based on the literature review above, this study explores how the Facebook user experience leverages professional features as a platform for self-expression, identity formation, and the unique opportunities they encounter in the process.

3. Research Methods

This research uses a qualitative approach. Qualitative research can be conducted in various ways, allowing researchers to investigate and understand social phenomena and unique human experiences [21]. Semi-structured interviews and participant observations carried out data collection. Seeing the number of users of the Facebook Pro feature, for this study, the criteria for the respondents chosen were active users of Facebook Pro who were diligent in producing content.

This research aims to explore how the identity of Facebook Pro users is formed and how the interaction occurs between content creators and their audience, exploring the perspective of content creators regarding digital self-presentation, motivation in content, and the impact after becoming a content creator.

Eight participants were selected for this article. Each interview was 20–30 min long, mainly semi-structured. Regarding ease of sample acquisition, active content creators are generally willing to share their personal feelings and experiences on social media, so relevant data is relatively abundant and easy to obtain. It will be analyzed thematically, which will help identify, analyze, and report patterns (themes) in the data. At a minimum, this method organizes and explains the research dataset in detail [22]. This data analysis process uses the help of NVivo 14 software.

4. Research Findings

4.1. Motivation for Using Facebook Pro Feature

Referring to the respondent information presented in

Table 1. Respondent Information.

Pseudonym	Gender	Age	Video Content	Number of Followers	Interview Method
Melisa	F	30	Learning Education and Daily Life	5367	Online voice
Viktor	M	45	Comedy Content and Daily Life	6593	Online voice
Nia	F	26	Education and Daily Life Content	99,000	Online voice
Riky	M	30	Entertainment And Daily Life	5021	Online voice
Kevin	M	30	Comedy Drama and Daily Life	76,402	Online voice
Windy	F	24	Daily Life	5234	Online voice
Maharani	F	34	Daily Life	5465	Online voice
Robert	M	24	Educational, Inspirational and Entertaining Content	7943	Online Text

, almost all participants admitted that their motivation for using the Facebook Pro features was to develop their presence and get content monetization opportunities.

“I want to build friends on Facebook, and at the same time, I want to develop a presence on this social media so that people get to know me. All content creators want content monetization. There is the potential to make money from using this FB Pro”

(Melisa, 30).

“The motivation will be to promote myself and the public through social media”

(Viktor, 45).

“I was inspired by friends who have received salaries from FB Pro. That’s why I want to be like them, too”

(Windy, 24).

One participant admitted that by using Facebook Pro, he can channel his hobbies while making money.

“My motivation in using Facebook Pro is because Facebook Pro can make money, and I also have a hobby of acting or comedy, so I can channel my talent or acting hobby through Facebook Pro”

(Kevin, 30).

The participant who answered said that the decision to use the Facebook Pro feature was influenced by the many posts of people on her Facebook homepage. That triggered her to start actively as a content creator.

“I just looked around. I was not taught to participate in such a world at that time. Then, I will build a character or title different from the friends I have watched. The motivation is from my real life as a teacher”

(Nia, 26).

4.2. Dual Roles

Participants consciously form their personal label or identity by joining as a Facebook Pro Tool user. Participants also acknowledged that their profession in the real world is the identity they display on Facebook.

“I used to be committed to the label. I was only a teacher. So, I don’t upload my daily activities to social media or Facebook. However, I considered what opportunities the viewers and the audience wanted over time. Then, when I knew the audience’s desires, I also read some references. They wanted my side as a teacher and person who carried out their daily activities. Increasingly, I am opening myself up as a teacher and a person who often shares daily activities like that”

(Nia, 26).

The participant (Nia, 26) consciously admitted that she displayed her role as a teacher in each piece of content. She shared her daily moments or activities on her Facebook page because she got suggestions and input from her audience. This is in contrast to (Melisa, 30) who still displays her self-image as a teacher and stays focused on her duties as a teacher.

“For my profession as a teacher with my identity in the world of content, it is not ruled out. I have this content more about my learning activities as a teacher in the classroom. Because what I show in this content is related to my learning innovations. For example, I made an interesting method that day and think sharing it with FB Pro is good. So, I don’t rule out that I have a task as a teacher. My content is all related to my learning innovations in the classroom”

(Melisa, 30).

4.3. Personal Growth

Another theme from the participant’s interview data was that they experienced positive development and progress in their personal lives. Through the Facebook Pro feature, they become more creative and innovative, grow confidence, and feel like they are living a perfect life.

“I am becoming more creative. Because I am creative in thinking about innovative content in learning”

(Melisa, 30).

“There is progress, especially in confidence. Anyway, in front of the camera, it’s more confident”

(Maharani, 34).

“So now I’m more confident and just have fun. I’m more cheerful and excited about my daily activities”

(Windy, 24).

“Initially, I was an introvert, less open to the surrounding environment. After I entered the world of FB Pro, I became more aware of why I hid all the talents I had”

(Nia, 26).

4.4. Gaining Positive Audience Support

The participant explained that while actively creating content on Facebook, he received many positive responses from his digital audience and people around him. All participants mentioned that the audience liked their content, and this positive support made them feel appreciated.

“So far, the response from the audience has been positive and supportive, and there have also been suggestions. One week ago, I received an appreciation from Facebook for being a content creator who produces inspiring content. And yes. One comment that is most interesting to me is also motivational. A direct comment from my principal, he gave me support and direction always to inspire and produce inspiring content”

(Melisa, 30).

“Very positive. They like my content and sometimes show appreciation, encourage me, and always support me so that I can do better in creating content”

(Robert, 24).

“The personal branding that I have formed as a teacher’s mother is not in vain because the content that I produce is educational for the audience, where on average my audience is mostly educated people, they feel helped by some of my content related to educational content”

(Nia, 26).

The participants also mentioned in the interviews that their content determines how the audience responds. If the content created is positive, so is the response received from the audience. The participants were consciously aware that there are limits to posting content for the sake of image and following Facebook rules

“Many Facebook friends are positive. So, if we want to make a positive one, the result is also positive. I use Facebook positively. Please follow the rules that apply on Facebook”

(Riky, 30).

“So far, nothing is negative because we must be positive in this Facebook Pro”

(Maharani, 34).

4.5. Strategies for Maintaining Digital Identity on Facebook

Participants use a variety of strategies to stay present and relevant on Facebook. As users of the Facebook Pro feature, participants know the importance of regularly updating content. Participants also mentioned that if they do not update the content, there will be a decrease in Facebook’s graphics or insights.

“Always update, this is for sure. From Facebook, if you don’t update for one day, there may be a term for the declining chart. Some can be red, sometimes green”

(Riky, 30).

Another participant also explained that the way to do this is to interact with fellow Facebook Professional users and join the content creator community to increase engagement.

“Stay consistent with quality content and continue to be relevant. Then, I also had to build active interaction with my fellow friends on FB Pro. For example, if someone comments, I try to reply to them, not to ignore them. Join a content creator community group to attract more followers”

(Melisa, 30).

One participant answered that to stay consistent on Facebook Pro is to know the needs and interests of the audience, meaning that there is a fulfillment of the audience’s expectations that are being pursued.

“My strategy to survive and consistently create content on Facebook Pro is to understand the needs and interests of my audience. Creating quality and relevant content and monitoring and adjusting my strategy based on feedback from the audience”

(Robert, 24).

In addition, the participant (Kevin, 30) said that his current strategy to remain consistent in Facebook Pro is to maintain the character or identity he has created in his drama content.

“So far, the strategy to survive and stay content is to keep my character and not change or maintain my characteristics as “Ender Poppy.” What keeps me consistent is one of my hobbies because I like acting. That keeps me consistent, and can I make money from this content money”

(Kevin, 30).

5. Discussion

The study supports previous research findings that social media, specifically Facebook, has become a space for individuals to present themselves. Everyone can form their identity on social networking sites and create profiles planned to influence how others see them without being limited by time or space [23]. Facebook allows its users to overcome the limitations of physical identity interaction; this corresponds to the study participants who used Facebook to reveal other sides of themselves that may not be able to be shown in real life [3].

Three main components affect self-presentation on social media [15]: platform advocacy, content created by others, and content collapse. Users display an actual or ideal self-image influenced by the platform’s anonymity, persistence, and visibility. Hollenbaugh emphasized that interactions, such as likes, comments, and tags from others, affect a person who maintains his image online.

Other studies examined how individuals curate online identities to align with social expectations [24]. Previous research findings support this study that Facebook feature users’ most crucial survival strategy in Facebook’s digital world is active interaction with their audience; they also explain that they try to listen to the audience’s suggestions and input. This means that there is a process of meeting audience expectations. That shows that presence in online media will always be required to meet audience expectations.

However, there is a difference in the current study in that participants realize that their digital identity affects how the audience perceives them and their sustainability as content creators. When they decide to activate the Facebook Pro feature, it means committing to being a “Content Creator”; there is a need to upload content constantly. If they don’t, their insights will decrease and impact their profile engagement. This finding adds a new dimension to the understanding of digital identity that no longer depends on the individual but on the algorithm and rules of the platform itself.

Previous studies [25] have shown show that platforms like Facebook exploit users’ free work through the monetization of content. In this study, almost all participants admitted using Facebook Pro to earn income. Still, they also met the algorithm’s demands and audience expectations, which aligns with the idea that social media is not just a space for self-expression but creates a digital workspace that needs to continue to be productive. Previous research also shows how Instagram users in Indonesia shape their identities through existing visual, enumerative, and self-labeling practice strategies and emerging creative words or narratives [26].

In line with the current research, users of Facebook Pro features consciously manage their digital identity. This research found that Facebook Pro users face additional pressure to continue creating content to meet algorithm and monetization needs. At the same time, they must interact with their audience or fellow Facebook Pro users. Interaction is also an essential part of the Facebook Professional feature.

In this study, the idea of impression management developed by Erving Goffman [10] is highly relevant to understanding how professional Facebook users present themselves strategically to meet the expectations of the audience and the platform’s algorithm. In line with Goffman’s idea that people act like artists who show a confident self-image according to their social context, Facebook Pro users actively manage their digital presentation by delivering content that appeals to the audience, as well as strategies to be consistent with the persona that has been formed and adjust to the demands of monetization and platform engagement. Therefore, their digital identity is not just an expression of their actual selves but also the result of a constant negotiation between personal needs, audience desires, and digital platform systems.

The valuable finding in this study is that for local content creators, the disclosure of digital identity is not only related to self-expression but positively impacts personal growth. The participants mentioned that their presence in the online or digital world gave something positive to increase self-confidence, creativity, and passion for running the day and creating collaboration opportunities. One participant admitted that he was an introvert, but after actively creating content, he realized that he had strengths and potential that had not been developed. It shows that Facebook is a self-existence tool and a space for self-exploration and transformation.

The monetization system on Facebook Pro makes this phenomenon even more interesting to research. Many users are interested in using this feature because of the opportunity to earn money from account monetization. However, not much research has been done on the long-term aspects of this phenomenon. Will these content creators be able to maintain their content production rhythm for a long time? Will their mental well-being be affected by the pressure to stay content? The question of how effective online identity reconstruction can be in the long run remains unanswered, as [14] reveals.

This research can enhance the understanding of digital identity dynamics on social media by emphasizing how people use Facebook Professional features to construct and define their identities. In addition, this research allows for future follow-up on how individuals manage their self-representation in the evolving social media landscape, especially considering the issues that arise from the demands of content production and monetization systems.

6. Conclusions

This research highlights the use of Facebook Professional features for several reasons: the hope of building a digital identity, expanding networks, and seeking monetization opportunities. Interviewed participants were aware of their dual roles, and participants also mentioned that there was good personal growth, such as increased creativity and confidence, encouraged by the platform. Audience support is essential in maintaining users’ existence as content creators. The digital identity formed through Facebook Professional also supports the sustainability of the content creators’ careers.

Future research could use different research methods to explore this topic further. Future research could also explore how the demands on content creators to produce content regularly due to the Facebook Professional feature will impact their psychological and social aspects.