MARKETING

Facebook adds stores in groups, a recommendation for new products, and display options related to group engagement


Facebook adds another element to its growing e-commerce launch, this time with the addition of a range of options for buying and discovering products in groups, to take advantage of niche targeting and community engagement.

The biggest add-on is Shops in Groups, which sounds like it adds a dedicated Shop option as part of your Facebook group’s view.

As you can see here, when the store is available, there will be a new ‘Store’ tab in your group navigation options, while the items will also be presented in a separate panel within the group feed. This will provide more ways to highlight specific products of interest to members of specific communities and interests.

And a bonus – any purchase from a group store can also help support that community.

For example, members of OctoNation, a group of octopus fans, can now they buy stickers, cups and clothes to show their love for octopuses. ”

Facebook has not specified any clear revenue reduction or percentage allocation for the group / trader, as such, so this is more of an option than a defined process. But this will allow group administrators to allocate funds for related purposes if they wish – or they can advertise group branded items or items related to the group’s interests.

In addition, Facebook also adds product recommendations in groups, to leverage community expertise and help group members find more relevant items.

Facebook product recommendations in groups

The process isn’t much different from adding a URL to your usual Facebook comments, but the new format will make it easier to review recommendations added in response to such queries, while recommended products will also be displayed on the Store tab.

They will also be featured in a new warning about the most popular mention of products in the main user’s news sources, which will be shown to people who are members of related groups.

Facebook Top Product mentions

As you can see in these screen examples, the ads will not only highlight the products most discussed in the groups, but will also include specific comments about each of them, with a link to the relevant group discussion.

And finally, Facebook is launching a test of Live shopping for creators, who will see popular creators partnering with brands to highlight their favorite products.

Facebook Live shopping for creators

So this is basic influencer marketing, but via Facebook Live, which, given the number of people following the most popular creators on the platform, will no doubt see many brands looking for new partnerships with these influencers to raise awareness of their offerings and offerings . .

Live shopping events have become a key focus of social platforms, and YouTube, Instagram, TikTok, Pinterest and Facebook run various live shopping broadcasts and tests designed to encourage shopping behavior. Live video immediacy, along with connecting with popular influencers and stars, is a powerful combination for maximizing engagement and sales, and with this expansion, Facebook will seek to further explore its potential in this area and launch even more action on Ecommerce Ads.

The shopping was live a big hit in China, where live-commerce is on its way to becoming a Market $ 423 billion by the end of next year. Facebook hopes Western consumers will align with the same trend, which could help boost its broader trading ambitions significantly.

Amid the rise of online shopping caused by the pandemic, consumer interest and openness to e-commerce have experienced a significant shift, opening up a new opportunity for social platforms to take advantage of these behaviors and intensify related activities in the app. Instagram seems likely to benefit from the push, given its focus on visual engagement, but YouTube also has plenty of opportunities to display related items, as does TikTok, a rising social app at the moment.

Facebook may not have the same visual focus or trend value as such. But what it has is an audience, and with 1.8 billion people engaging in Facebook groups each month, which represents great potential for reaching consumers who deal with specific topics and specific interests, which could be of great value to companies that want to introduce your products. in front of these users.

Although the process is not yet clearly defined in this regard. Can brands team up with group administrators to present their products? And if they do, is there any system in place to allocate part of the sales to the group?

There are still a few elements that will need to be smoothed out in this regard, but the capacity to display product lists within Facebook groups can open up a number of new possibilities.



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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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