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Facebook Is Expanding Groups

Facebook groups have long been an understated tool in the marketer’s arsenal. Those that can harness their power can get their brand in front of a cultivated audience that could be ideal future customers for the product or service you’re pushing. In recent news, Facebook has announced it is expanding the importance of Facebook groups, giving them more presence on the social platform.

Facebook Announcement

Groups will be pushed to the fore by integrating with your current feed and new tabs will be rolling out on the apps. You’ll also be able to see what groups your friends are in, and there is a Discover section to find new groups to join.

“There is a real opportunity to connect more of us with groups that will be meaningful social infrastructure in our lives,”
Mark Zuckerberg, February 2017

Results Of This Change

The result of this is Group members increasing (hopefully), but also more niche Groups as it will become easier to create one for yourself. Typical member signups are invite-only, either to restrict members or because you aren’t aware of the group till a friend or colleague fires you an invite. Group members should now grow more organically, and this could be a good thing for marketers.

How Brands Can Utilise Groups

From a personal standpoint honing in on a particular topic that you feel strongly about can be an ideal way to find like-minded individuals, whether that is a political view or a favourite TV show or movie. It can lead to growing connections and making new friends. I mean there is only so much you can take of your friends baby pictures.

Chatting about popular topics like TV shows make up a large chunk of time with our friends and loved ones, so why not try to replicate that on Facebook..

If I was a brand, I would be seeing how you could gain a new audience and engage your current one further by building groups around specific interests. Look at your data, what is asked for most of your products in your Live Chat or FAQ’s, what pages are visited most on site. Do you, for example, need more product guides, tutorials etc?

From a marketer’s POV, Facebook isn’t without its pitfalls. Approach with caution as you don’t want to be seen as spammy and inorganic to the group’s audience. There needs to be a natural affiliation to your product.

But from what I see and hear, Facebook Groups are only going to get bigger and better, so now is the time to get involved.

For imagery on the new tabs and Discover, visit this link

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