Steven J. Wilson — March 27, 2020 Companies spend millions on a super bowl ad. On average, a 30-second ad would cost $ 5.6 million. So is it all worth it? According to InsightExpress, half of the viewers watch the commercials more than the game itself. So that’s food for thought.
And maybe that’s the reason Facebook created its “Ready to Rock” ad for the Super Bowl commercial during Q4. To entice more users to use their platform and engage in communities. With Facebook users leaving the platform for varied and complicated reasons, especially users in the US. Facebook will have to step up their game to retain their user base.
Looking at recent developments, that might be why Facebook is making strides to improve its Group platform. For some, it’s still the best way to build a community around a brand and another great source of high quality traffic for your website.
Below we take a look at why you should build your own Facebook Group.
Facebook Group Improvements
Understanding Facebook Groups as an ‘under-appreciated product,’ the company has gone to excellent lengths on improving how people use it.
From more control to how people join, to various tools on managing members, below are a few notable highlights:
Allowing Group admins to screen applicants
As with any good discussion platforms online, there’s a high possibility of attracting spammers.
So by allowing group admins to pre-qualify an applicant beforehand, they can accept those who are more likely to contribute to the community positively. This also frees up the admin’s time so that they can focus more on content and engagement.
Highlighting trending discussions
As a member of Facebook Groups, having to wade through hundreds of conversations can be problematic. The ability to add discussion topics near the top of the main page allows members to read only what is interesting to them. This should boost engagement as people can comment on the most relevant issues.
Allowing Group members to introduce themselves
This might be a minor feature. But the prompts that appear to group members to introduce themselves help create a sense of belonging to the community. They also allow the admin to be more aware of their members’ interests and concerns. Which helps them create content that encourages discussions.
Facebook groups are more active than ever
Facebook groups are here to stay. At least that’s the consensus among Facebook users who are using it to grow thriving, interactive groups on the platform.
Back in 2016, Facebook changed its focus from supporting news feeds, to putting more emphasis on creating safe communities where people can voice out their opinion.
Then in 2017, responding to allegations that the company wasn’t doing enough to stop fake news and misinformation, Mark Zuckerberg published a 6000-word article on his views about the need for a global community. In the document, he outlines how dedicated they are to build an infrastructure that connects the world, where each person can have a voice and make a difference.
Ever since, content from Facebook Groups appears more often in users’ timeline. They even paid an estimate of $ 10 million for an ad during Super Bowl LIV that showcased various groups – from the rugged and extraordinary to the laid back and mundane? further demonstrating how committed they are to getting people on Facebook groups and building lasting communities.
Building your Facebook Group
Building a community of active members in a Facebook Group can take some time to gain traction. But it’s well worth the effort. Try the few of the tips below. And see your group go from being an empty wall to being full of meaningful discussions.
Utilizing live video to increase engagements
Facebook makes it easy to connect with your group. By using their mobile app, you can show the person behind the group, so people get to know you. People trust a face they can see.
There are about 400 million active people in Facebook Groups, according to Mark Zuckerberg. And it’s safe to assume that a good chunk of that number won’t always remember what groups they joined.
By using live videos, you can create compelling stories to stand-out from all the other groups in your niche. Plus, there are lots of ways you can create your videos to get engagement.
Compared to pre-recorded videos, live videos get watched three times longer. So as a group admin, some ideas for your videos are:
- Q & A sessions where you show your expertise and answer questions from your group. You can even host interviews and ask another expert on their opinions as well.
- Webinars and training courses are popular on YouTube and online learning platforms like Udemy. So there is no reason it wouldn’t work with live videos to grow your group.
- If your business is hosting an event, then sharing it as a live event can garner colossal interest. People love to see behind-the-scenes clips, especially if they’ve been talking about the event for a while.
- Similar to events, broadcasting the launch of a new product can generate a lot of buzz for it – generating shares, likes, and increasing sales.
Welcome new members
The first thing a new member should see once they join a Facebook Group is a welcoming post. They want to see an active group with members, admin, and moderators that care about the group.
To do that, you can’t have generic, auto-responses that seems lazy and perhaps outdated. If your group is new, take the time to write well-thought-out personalized messages to each new member. You should encourage them to tell a little about themselves, what they expect to get out of the group, and if they have any questions.
Saying hello, and asking questions to new members allows them to feel acknowledged and that they belong. It would help if you also encouraged other moderators and members to do the same.
Once your group grows, you can send them a weekly welcome message instead. Facebook allows you to tag new members in your weekly welcome posts automatically. This is to prevent the constant welcome messages from drowning out the posts from other members.
Tell a story
Ann Hadley from Marketing Profs says that good content is not about storytelling. But about telling a true story well.
You know your story better than anyone. And it would help if you told that to the world. When someone joins your group, they’re not just interested in the description. They want to know your life story. What inspired you to do what you do? How did you get started with your products and services.
Learn to uncover the unobvious way to tell your story. There is always a unique angle you could inject into your company’s goals and ambitions. Or, if for your own personal brand, tell people about the life-defining moments that shaped your decisions.
People love stories. So if you tell yours well, you’ll sell.
Let them know your expectations
To keep a clean and helpful group. It would be best if you lay down some ground rules for all members. Let them know what you expect out of them. From little tasks like turning on notifications to community guidelines on what a member should or shouldn’t do.
Doing so will allow you to create a group that respects each other and can contribute positively to it. Making it more attractive for new users to join up.
Conclusion
There is no doubt that Facebook Groups is the way to go to build an engaged and thriving community.
If you have a strong presence in your group, it will continue to evolve and grow. This allows you to foster lasting relationships with your audiences. So if you haven’t started a Facebook Group yet, then do so right away!
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