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

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.