Facebook Groups are the new place to be!
I am sure that any person that owns a Facebook account is a member of at least one Facebook group. Somehow, it is an unwritten rule. So, what makes them so appealing?
These groups are used to educate, share resources, trends, humor, or just enjoy a shared interest. You can find any type of group and then realize you are not alone. You immediately become part of a community that shares similar thoughts and interests, no matter how weird or crazy they can be. For instance, you can join a Facebook group called “THIS CAT IS C H O N K Y” with 814k members and the only purpose to share the love for chunky kitties… and there is no judgment!
So what happens when Facebook announced new group features through its Annual Communities Summit? I will briefly go through each new feature:
1. Admin Assist
With this new tool, you will set in advance automatic tasks that fit your requirements, like automatically declining promotional content with specific keywords or links. It will help group admins be more time-efficient. They will have more control of group discussions, prevent inappropriate content, and focus on maximizing group engagement.
2. Group Topics
Facebook is also adding new pinnable topics within groups, defined by hashtags. Those hashtags will work as a content sorting option and will be positioned at the top of the groups so people can easily see it. This feature will definitely make the interactions more organized.
3. New Group Types
I believe members of “THIS CAT IS C H O N K Y” will be happy about this new tool focused on creative presentation. Facebook will challenge users to post in only one format style, such as video, photo, or text. That will push the member’s creativity and engagement while making it more entertaining, fun, and visually appealing.
4. Chats
I am actually looking forward to this one to enhance and facilitate quality conversations within the groups. Facebook will introduce new tools that allow smaller and real-time chats among members. There will be conversation starter prompts, and Q and A tool used like interviews. This initiative will incentivize interactions, more relevant conversations, and closer connections.
4. New Group Types
I believe members of “THIS CAT IS C H O N K Y” will be happy about this new tool focused on creative presentation. Facebook will challenge users to post in only one format style, such as video, photo, or text. That will push the member’s creativity and engagement while making it more entertaining, fun, and visually appealing.
5. Discovery of Public Groups
There are unlimited Facebook groups that are waiting to be discovered. Facebook is now testing new ways for you to reach all public groups that might be of interest. For example, there will be a “Related Discussions” button under any user’s post, which will link to other groups with the same or similar topics. That sounds very interesting and, again, very efficient!
6. Group Promotions via Brand Collab Managment
It is not new that users already connect and collaborate with brands on sponsored posts. Still, Facebook is now adding promotions in both public and private groups. From a marketing standpoint, brands will have an excellent opportunity to target highly engaged audiences with hyper-focused interests. This feature will help brands find relevant groups and analyze their members for more insights, such as demographics and engagement levels, to make assertive promotions.
As a marketer, I feel excited about the new Brand Collab Management tool. Still, I have mixed feelings as a user. On the one hand, I find this new tool a little bit invasive and disruptive. I firmly believe that many groups are meant to be a safe space with the only intention to connect. On the other hand, I agree that several groups will highly benefit from the new promotions. Members will now access brands that otherwise would not have had the opportunity to know.
Overall, I am very impressed with these new tools. It amazes me how Facebook always succeeded in finding ways to maximize user experience and make its platform more relevant and engaging.
Still, I can not stop asking myself (especially after watching “The Social Dilemma” documentary on Netflix): Do we really need to be MORE engaged to social media, or exposed to MORE ads in our daily lives?
Well, Facebook thinks we do, so they always create new excuses for keeping us online. And even if you like it or not, it works!
