Facebook Groups are the heart of the platform’s community. They allow a more authentic interaction among users. In the past months, Facebook enabled new admin and group tools for a new group messaging experience. But things have greatly changed because of the COVID-19 pandemic. Gone are the days of printed catalogs and infomercials. Today, Facebook adds product recommendations and shops in groups.
Product Recommendations in Groups
Most group members request recommendations on new products and their experience on their performance. As they ask for guidance, “Product Recommendations in Groups” allow them to directly purchase Facebook Shops. Facebook Groups will also feature “Top Product Mentions” in-group feeds to boost the discovery of brands.
Shops in Groups
This is a dedicated display option for Facebook Shops. They allow members to support buying products from other group members. In line with it, Facebook will continue to create live shopping events to make it easier for group admins to highlight their favorite brands.
Facebook adds product recommendations and shops in groups on 12 November 2021.
Implications for Marketers:
As Facebook adds product recommendations and shops in groups, it gives marketers new options for partnerships. Promoting products and services within a community of connected followers can boost discovery, engagement, and sales.