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Facebook Releases New Insights on Groups Usage During COVID-19

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facebook releases new insights on groups usage during covid 19

Amid the COVID-19 lockdowns, people have been turning to social media to stay connected, and online groups, in particular, have seen significant increases in engagement as users look to maintain social activity while physically unable to get together.

That’s lead to increased reliance on these digital communities and tools, which may set in place new trends and habits that will carry-on, even after the lockdowns are lifted. Which is important to understand, both for marketers and community managers, as it could dictate how to reach people, how to connect, and what people expect from online groups. 

To get a better understanding of how online communities have assisted people during the pandemic, Facebook recently conducted a new survey of 15,000 people who are members of online communities, gleaning new insight into how they’re using groups, what they’re getting from them, and how that’s changed during the pandemic.

You can read Facebook’s full “Communities Insights Survey” here, but in this post, we’ll look at some of the key points.

First off, Facebook notes that online groups have seen a significant rise in engagement in 2020:

“Three quarters (77%) of people surveyed say the most important group they are part of now operates online (44.3% primarily online, plus 32.4% both online and offline). And 70% said digital tools were very important for helping their communities thrive during the pandemic. This increased participation in online community groups is here to stay: over the next 12 months, 86% of people whose most important community group is primarily online say they’ll continue engaging with that group at the same level (48%), or even more frequently (39%).”

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Facebook has been promoting the use of groups over the past few years, so it’s no surprise to see these growth stats. But it is important to note – as more people spend more time online, digital groups become a more significant social element, which has obviously been exacerbated again by the pandemic.

That, as noted, could lead to new habits, which see online groups become even more relevant in future.

Facebook also says that digital communities have become an essential support tool for many users:

“91% of respondents said they have given some form of support to others during the COVID-19 pandemic through their preferred group/community, whether it’s helping local vulnerable residents with their groceries during lockdown, sharing vital information from health authorities, or providing financial support to local business.”

In addition to this, Facebook says that 86% of respondents have received some form of support, while 49% received emotional support from groups during the pandemic.

The value of digital connection, in replacement of in-person community, cannot be overstated in this respect.

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Online groups can also help foster a sense of belonging, with 98% of respondents reporting a strong sense of community and kinship within their groups.

One in four people also indicated that their most important primarily online group is built around a similar hobby or activity, while 38% of respondents look to connect with people in their local area.

Facebook groups survey

That’s another a key point – with the impacts of COVID-19 forcing the shutdown of many local newspapers and publications, people will increasingly be turning to Facebook and other digital platforms to stay up to date on local happenings. Much of that engagement will occur in Facebook groups, and these stats underline the importance of such communities, which could make them a crucial outreach option for marketers looking to connect with these audiences in future.

Worth noting, too, that Facebook recently launched new sponsored posts for groups.

But while groups are popular, effective moderation is key:

“58% of people agree that one of the top qualities that make a community successful is having effective leaders.”

If you want to run a great, engaged, active online group, it takes time and effort – you need to keep out spam, manage the discussion, and ensure that things stay on track, and within the group rules, to maximize participation. Facebook has sought to make this a little easier with the recent addition of auto-moderation tools, but the fact is that you need an active, present admin to manage any large group.

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These are some interesting notes, and while many would have expected groups to see a significant boost in 2020, the specifics of that, and the implications for the future, are definitely worthy of note in your strategic planning.

There’s a range of other group insights in Facebook’s full report, which you can download here.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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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.

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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.

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Catering to specific audience boosts your business, says accountant turned coach

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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.” 

“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.

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“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.

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Instagram Tests Live-Stream Games to Enhance Engagement

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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.

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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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