With Facebook emphasizing community, marketers are trying out Facebook Groups

As Facebook deprioritizes publisher content and potentially makes brand advertising more important, agency buyers are increasingly pitching Facebook groups to advertisers.

Facebook launched “Groups for Pages” over the summer, which enabled Pages to make groups or simply get them linked. Facebook says about a billion people use groups every month. Groups are attractive to brands because they combine community with “authenticity” — and won’t be punished under the new algorithm changes.

Brands including non-profits like Ellie’s Way, retailers like Fleet Feet, bike brand Peloton and cult kitchen appliance brand Instant Pot have started Facebook Groups. At Peloton, 64,000 people are part of its Group, which is linked to its 334,000-strong Page. There, community managers lead conversations about favorite instructors, biking gear, and fitness goals. The Instant Pot Group, which has 1.2 million members, includes recipes and “commonly asked questions.”

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