SOCIAL
Facebook Adds Shops in Groups, New Product Recommendation and Display Options Tied to Group Engagement
Facebook is adding yet another element to its expanding eCommerce push, this time with the addition of a range of shopping and product discovery options in groups, in order to capitalize on niche targeting and community engagement.
The biggest addition is Shops in Groups, which, as it sounds, adds a dedicated Shop option within your Facebook Group display.
As you can see here, when a Shop is available, there’ll be a new ‘Shop’ tab in your group navigation options, while items will also be featured in a separate panel within the group feed. That will provide more ways to highlight specific products of interest to members of specific communities and interests.
And a bonus – each purchase from a group shop can also help to support that community.
“For example, members of OctoNation, an octopus fan group, can now buy stickers, mugs and apparel to show their love of octopuses.”
Facebook hasn’t specified any clear revenue cut or percentage allocation to the group/merchant, as such, so this is more of an option than a defined process. But it’ll enable group admins to allocate funds to related causes if they choose – or they can advertise group branded items, or items related to the group’s interests.
In addition to this, Facebook’s also adding product recommendations in groups, in order to tap into community expertise and help group members find more relevant items.
The process is not hugely different from adding a URL to your usual Facebook comments, but the new format will make it easier to browse the recommendations added in response to such queries, while recommended products will also be displayed in the Shop tab as well.
They’ll also be shown in a new Top Product Mentions alert in main user News Feeds, which will be displayed to people who are members of related groups.
As you can see in these example screens, the listings will not only highlight the most discussed products in groups, but they’ll also include the specific comments made about each, with a link through to the relevant group discussion.
And finally, Facebook’s launching a test of Live Shopping for creators, which will see popular creators partnering with brands in order to highlight their favorite products.
So it’s basic influencer marketing, but via Facebook Live, which, given the amount of people following the most popular creators on the platform, will no doubt see many brands seeking new partnerships with these influencers as they look to raise awareness of their deals and offers.
Live-stream shopping events have become a key focus for social platforms, with YouTube, Instagram, TikTok, Pinterest and Facebook all running various live shopping broadcasts and tests designed to encourage purchase behavior. The immediacy of live video, along with connection to popular influencers and stars, is a strong combination for maximizing engagement, and sales, and with this expansion, Facebook will be looking to further explore its potential on this front, and drive even more action on eCommerce listings.
Live stream shopping has been a big hit in China, where live-commerce is on track to become a $423 billion market by the end of next year. Facebook’s hoping that western consumers will align with the same trend, which could help to give its broader commerce ambitions a significant push.
Amid the pandemic-led surge in online shopping, consumer interest in, and openness to eCommerce has seen a significant shift, which has opened up new opportunity for social platforms to capitalize on these behaviors, and boost related in-app activity. Instagram seems the most likely to benefit from the push, given its focus on visual engagement, but YouTube also has ample opportunity to showcase related items, as does TikTok, the rising social app of the moment.
Facebook may not have the same visual focus nor trend value, as such. But what it does have is the audience, and with 1.8 billion people engaging in Facebook groups every month, that presents major potential to reach consumers engaging with specific topics, and specific interests, which could be highly valuable to businesses looking to get their products in front of these users.
Though the process is not clearly defined on this front as yet. Can brands partner with group admins to get their products featured? And if they do, is there any system in place to allocate a cut from sales to the group?
There are still a few elements that will need to be ironed out in this respect, but the capacity to showcase product listings within Facebook groups could open up a range of new opportunities.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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