Facebook groups can now also share branded content

08/10/2020, 3:35 p.m.
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Facebook opens groups for branded content campaigns. This gives operators of large groups an additional monetization option.

In the future, branded content campaigns can also be shared in Facebook groups. The requirements: The group must be public and have at least 1,000 members. In addition, a Facebook page must be connected to the group. In addition, it is important to observe Facebook’s guidelines for branded content. On the Brand Collabs Manager for Groups Site operators can check whether their group meets the requirements for the advertising format.

With the branded content tools, site operators can give advertisers the opportunity to share their own content directly via the site – or now also the group. Behind the page or group name is the page of the brand that paid for it. In addition, a text indicates that this is a paid cooperation.

More than a billion Facebook users are regularly active in a group

Around 1.4 billion people regularly use Facebook groups. In April 2019, Facebook stated that around 400 million of these users are in groups that are particularly important for their Facebook experience. Two years earlier, according to Facebook studies, this only applied to 100 million users.

Since 2016, Facebook has been actively trying to make the creation of groups more attractive. To this end, the social network has introduced improved tools for community management and made it possible for Facebook pages to have a say in group discussions. Since 2018, groups can also request money for membership.

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