| 5 hours ago
Just when marketers thought all hope was lost and that they’d never see big numbers from organic engagement on Facebook again, the app released news that could put them back in the game.
At Facebook’s F8 developer’s conference in April, CEO Mark Zuckerberg introduced a new site and app design, placing private messaging and groups at the heart of the experience. Like many of Facebook’s changes over the years, some marketers yawned while others tried to get ahead of the curveball that could have potentially meant a drop in clicks and engagement.
Unlike the public news feed where a post is shared with all of a user’s friends, groups—of which, Facebook says 400 million people are using—create a private space where members share a common interest, a space where comments and discussions aren’t subject to scrutiny like they would be in the general public news feed.
As Facebook continues to push users to this feature, marketers see their social strategies becoming more fluid, and what worked in the past may not continue to work in the present. This is especially helpful in light of Facebook’s never-ending algorithm changes—one in 2018, when Facebook de-prioritized link posts in favor of videos, and Facebook Live—resulting in a hard hit in reduced engagement. Facebook’s news feed, filled with more and more paid posts, was becoming a pay-to-play space.
With this understanding, Mishka Phillips, strategy lead at agency MediaCom in South Africa, was looking for
Read more here: https://www.adweek.com/digital/how-social-media-marketers-found-success-with-facebook-groups/