The adoption of Facebook Groups comes as the platform is making a pivot towards privacy.
This article says that Facebook groups are providing retailers and direct-to-consumer brands with an opportunity to directly interact with consumers and glean product ideas from them. DTC brands, like Bark and lively, are also using these groups for real-time feedback from the customers.
Facebook Groups allow brands to interact with some of their most dedicated customers and incorporate their feedback while they are developing new products. The social media giant is also promoting the groups by giving them more space in tabs like Watch and Marketplace.
While Facebook groups are acting as an extension to brands marketing strategy, it is unlikely that they will replace traditional product development and market research tools. The author contends that as most of these groups have a limited reach, marketers shouldn’t rely exclusively on them for feedback.
[10 minute read;article may be behind a paywall]