Brands can leverage short duration pop-up Facebook groups to engage with their audiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 06, 2020, 5:57 PM UTC

Promoting pop-up groups on their websites and other channels can help brands attract interested audiences.

This piece recommends businesses should experiment to find out the right time frame for their Facebook pop-up group. While some companies keep their pop-up shorter than 14 days to keep the audiences engaged and excited, other brands have also found success with 30 to 60-day groups.

Pop-up Facebook groups can be a productive pre-launch event for generating sales, engaging target buyers and gathering customer opinion. Brands should promote their pop-up groups by linking them to the website navigation bar and welcome emails while adding clear CTAs to guide consumers. 

The author suggests marketers engage their audiences by using surveys, videos and live streams. Brands should close their group on the final day and add directions, while still allowing people to see the content.

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