Over the last couple of years, and especially since the start of the global pandemic, Facebook groups have been on the rise. They are now the go-to online community forum for not just Facebook members, but for brands, nonprofits, and businesses to bypass the chaotic newsfeed and build meaningful connections. From vegan baking recipes to tips for keeping those indoor plants alive that you always seem to kill – yes, I’m looking at you – you can find a Facebook group for literally anything and everything.
When it comes to brands, specifically, Facebook groups provide a place for authentic, meaningful and intimate interactions with your audiences. Groups act as your backyard, while your brand’s main page acts as your front yard. You wouldn’t hang out and have a barbecue with your best friends in your front yard, you would head to the more private, fenced-in backyard.
We could go on and on about the benefits of a Facebook group, but for brands, you can take advantage of higher engagement, increased brand awareness, and more direct communication. It’s no secret at Push Digital that we advise against spending any manpower or brainpower on organic social media content – hardly anyone will see it. According to Hootsuite, the average reach for an organic post was down to 5.2% in 2020, while the average engagement rate was down to 0.25%. But when something is posted within a group, members get notifications directly to their inbox.
Thanks to Facebook’s constantly evolving platform and algorithm, Push Digital has had to shift the way we help our clients build up these groups. It was only a year ago that we were able to bulk import emails directly into groups, making those users automatic group members. But that feature was quickly removed. Understandably so, though. As a Facebook member, you now have so much control, and our news feeds are almost completely customizable. You can even choose which ads you see on your feed, so it’s only fair that you should have the power to control what groups you are in.
With much trial and error, testing, failing, and testing again, we’ve come to find the best way for brands and advertisers to build up their groups through paid advertising is with Facebook lead generation ads, or also known as email acquisition ads. Once a user is delivered an ad, they fill out a simple form, and the last slide of the form is a confirmation and a CTA to join the Facebook group. Aside from the possibility of converting the user into a group member, you have now captured some very useful data. Now that you have this user’s email, they can be entered into your database to use for newsletters, email marketing, or future advertising campaigns.
The Brands team at Push is excited to see what the future holds for Facebook groups. With more changes surely on the horizon, we’ll be ready to pivot, dive in, test, and find a solution. Just like we always are.