What’s the buzz around Facebook Groups?

Facebook Groups were created in 2010. It was a new close-knit community where users could interact based on specific interests. Over time everyone recognized the potential they held. Facebook Groups are a way to connect with your audience more meaningfully and authentically. According to Hootsuite, around 1.8 billion people are monthly active on Facebook Groups. If you want to find out if they’re worth the hype, keep on reading!Person holding a like sign.

Facebook Pages vs. Facebook Groups

To start, let’s break down how Facebook Groups stand out from a classic Page. If you’re wondering which option is better, the best answer would be: it depends. Pages are a well-known tool for promoting a business. On the other hand, Groups are more community-driven with a more organic approach. Back in 2018, Facebook announced a significant shift in its ever-changing algorithm. As a result, they stated that they want to focus on people staying together. Facebook’s mission was to make it more about family, friends, and groups and less about business & brands. With new tools available, the time for Facebook Groups to shine emerged.

Interaction

On a Facebook Page, all kinds of audiences come together. The ones invested in your business or just scrolling through the feed entangle your post on their feed. Both people who’ve never heard of your brand and those who are big fans coexist on your Page. That isn’t necessarily a bad thing because every like & comment can bring you closer to a new customer. Nonetheless, the interaction between Facebook users on Page posts is relatively lower than a Group. This is a place for users who have an evident passion for your business to connect and exchange opinions, experiences, etc. Therefore, it’s a perfect opportunity for existing users of your products/services to learn all the tips & tricks, honest reviews, and recommendations first-hand. A fantastic way to organically promote your business and get the word out!Illustration of a social media feed.

Content

Your classic Facebook Page will mainly consist of posts for the general audience. This includes informing them about updates and news on your business, special offers, and such. Of course, it shouldn’t be about constantly pushing your product; it’s also vital to include valuable, engaging content. On Groups, however, lays an incredible opportunity for a more creative and intimate communicating style. Storytelling, personal announcements, and members-only are just some of the options. It is also striking that the Group members express their thoughts in a space where they feel heard. They get to use their voice among like-minded individuals and discuss topics close to them. In addition, the audience has a say in building the content, which gives them a sense of community.

Access

Most Facebook Pages are public. Anyone on the platform can see them. However, Groups can be both public or private. You can choose who can participate in discussions by asking members specific questions before granting access to the Group. Recently, Facebook even gave the option to monetize a group by charging interested members an access fee. It’s essential to consider the privacy settings of the Group beforehand because changing them at any time is no longer possible. A public setting is ideal for getting maximum visibility and impacting relatively shortly. Private groups are a great choice to secure exclusivity and a stronger sense of belonging within the community. You should also be mindful of whether members might share any personal information. If that’s the case, private is the way to go.

Reach

The organic reach of posts on Facebook Pages is significantly lower than Group posts. Facebook groups are there to build exciting connections. Because users opt to participate in these discussions, they appear in their news feed and notifications to drive traffic to each post. Unfortunately, Facebook Page posts are entirely dependent on the platform’s newsfeed algorithm. As a result, you will have to pay to reach an audience. If you want to find out more about why that is so, check out our blogpost.

Great examples of company-ran Facebook Groups

When it comes to a Facebook marketing strategy, certain businesses grew their presence using Groups. Naturally, when building any game plan, results don’t come overnight. If you want to know what to look out for on Facebook, check out our blogpost right here. In this case, the good news is that your target audience is already here. Your Group can do wonders for your brand with an honest and patient mindset. These companies are proof!

Canva Design Circle

The Canva Design Circle is a group where members can learn how to use the program and features through their Design School. In addition, Canva users can be notified of the latest product updates and tips in the Group and discuss design-related topics. Canva encourages new group members to introduce themselves upon entry. It promotes a sense of community, trust, and belonging the moment you walk in. In other words, this warm welcome leads to further introductions between other group members and conversations about:

  • Project work
  • Collaboration
  • Solutions for technical issues and more.Screenshot of official Canva group from Facebook Groups.

 

Official Peloton Member Page

This Peloton-operated private Group is where customers and users discuss their products. In addition, it serves as a hub for fans to learn about the latest announcements, new features, and product updates from Peloton. When it comes to exercise, this type of network benefits fellow workout lovers as they can share:

  • Advice on how to start
  • How to stay motivated
  • Their workout schedules
  • Best training methods and more. Screenshot of the official Peloton group on Facebook Groups.

 

Tasty

Members of the Tasty Facebook Group share recipes, alternative ideas, and cooking tips. The Group boosts interaction by encouraging members to share recipes and showcase them on their website. Moreover, they run surveys related to cooking and baking based on:

  • Trends
  • Audience’s demand
  • Seasons
  • Holidays and more.Screenshot of official Tasty group on Facebook groups.

By creating these contests, rewards, and group events, the company drives engagement to the Group.

So, are Facebook Groups worth your while?

In conclusion, Facebook Groups can be a major asset in your social media marketing plan. If you want to truly connect with your audience on the next level, it’s an excellent way to start. Nevertheless, we can all agree that the sky is the limit with the proper research, testing, and strategy. 

Want to take the next step? If you have any questions or need advice on starting, don’t hesitate to contact us. We will make sure to help and put your doubts aside. Don’t forget; we’re always a few clicks away!



Author

Ayna Emina Kapetanović

Community Manager at Kontra. Lover of all things fashion, beauty & MCU. Weakness for chocolate.