Facebook groups are community forums on the social media platform, centered around common interests. These groups present an opportunity for brands to strengthen community-building and customer retention.
As the most popular social network in the world, with three billion monthly users, Facebook offers a direct line to both existing and potential customers where they already spend time. As of 2024, Meta reported that there were 25 million active Facebook groups. Whether you create a new group for your customers or join an existing niche group of like-minded people, these communities can help you build community and engage members around your brand.
Read on to learn what Facebook groups are, how ecommerce brands use them for research, and how to start and maintain your own thriving community on Facebook.
What are Facebook groups?
A Facebook group is a public or private community space where group members connect around similar interests or shared goals, engaging in group discussions and sharing content.
A group differs from a Facebook page, which is less interactive and has followers rather than contributing members. Because of the interactive nature of Facebook groups, brands have an opportunity to directly engage with their community, whether that’s to solicit customer feedback on a product, share news about an offering, answer questions and provide support, or foster a sense of community around their brand.
This direct line of communication can improve customer retention and business operations, according to Book Box founders Kate Blazeska and Carl Matheson. In an interview with Shopify, Carl says they invited lifetime customers to a private group so they could get behind-the-scenes content and share feedback. “Not only did it make our customers feel part of the whole brand,” Carl says, “it also made them feel a part of building the product they receive.”
How ecommerce brands use Facebook groups
Here’s how other ecommerce brands leverage the social media platform and use Facebook group marketing:
Community building and customer feedback
Momofuku Goods runs a successful Facebook group that informs company decision-making. On an episode of Shopify Masters, CEO Marguerite Zabar Mariscal says, “It’s about 15,000 people right now, and every day people are posting recipes. They’re commenting on each other’s photos. They’re talking about what new products they want to see and building that very intentional community around the products.”
This type of group allows customers to feel seen and heard by the brand, while the proliferation of authentic user-generated content (UGC) works to build trust through peer-to-peer interaction.
VIP groups
When you create a VIP Facebook group, you invite members based on certain credentials. For example, the home goods retailer Grove Collaborative has a VIP group called The Pantry that’s exclusively for their paying VIP members. The space offers direct connection with a community specialist, product recommendations, sustainability tips, product updates and sneak peeks, access to special promotions and giveaways, and connection with other VIP members.
B2B networking
Beyond connecting with existing and potential customers, Facebook groups also offer an opportunity to network with others in your industry.
Louise Verity, founder of Bookishly, an online retailer selling gifts for book lovers, says on Shopify Masters that she’s learned a lot from joining a Facebook group for independent booksellers. “I’m able to learn what they do with their year,” she says. “We’re able to help them with things for Pride month, Black History Month, Banned Book Week, and all of these amazing things. It’s been great to learn about this sector, and it benefits both them and us.”
How to start a Facebook group for your business
- Select a group type that suits your goals
- Establish your settings and rules
- Use Facebook groups’ interactive features
- Encourage consistent posting
Follow these steps to start your own Facebook group:
1. Select a group type that suits your goals
Facebook allows you to choose from three types of groups, each with different group privacy settings that enable you to limit membership or scale to a higher member count. Here’s how they differ:
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Public. Public groups can be discovered, joined, and viewed by anyone. Leaving your group visible suits a social media strategy that’s centered on visibility, discovery, and organic reach.
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Private. Anyone can discover a private group, but they need admin approval to join and view its content. This allows for exclusivity and more controlled community engagement, making it a popular option for Facebook group marketing.
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Hidden. A hidden group is not searchable by non-members. Only members who have been invited can view it, making this type well-suited for invite-only, VIP experiences.
With private and hidden groups where you control membership, create an approval process to vet new members who request to join. Decide how many members you want in total to keep the community active, engaged, and manageable.
2. Establish your group settings and rules
Choose a clear group name, group description, and cover photo that speak to the kind of community you wish to build. Many groups have a straightforward and general title, like Gymshark’s Facebook group, Gymshark Community. Alternatively, make a niche group like BlendJet’s BlendJet Recipes.
Establish group rules within your community that set expectations for group content, maintain a safe space for members, and allow you to keep the group centered around your brand’s values and goals. Within your group settings, you can set up to 10 public rules, which can include guidelines prohibiting soliciting and hate speech, rules about respecting other members, tips for searching the content archives, and instructions for finding the appropriate customer service contact.
Use admin approval to moderate member posts, and assign community managers to regularly moderate the group.
3. Use Facebook groups’ interactive features
Facebook groups offer an array of features, including polls, community chats, live broadcasts, events, and games. For example, Into the Gloss’s Facebook group uses the open questions feature to enable members to ask each other questions about skin care products and beauty tips.
Use the polls feature to get feedback from your group on how they feel about your current products, or what type of content they’d like to see in the group. You can also integrate a shop feature into your group, where customers can browse and purchase products directly within the group.
For additional information and help regarding group features (or other matters such as login recovery and security, privacy and safety, and managing your account), consult with the Meta AI support assistant.
4. Encourage consistent posting
A thriving community within a Facebook group relies on regular posting. Buffer data shows that highly consistent posters receive the most engagement. So, set the trend in your group by consistently posting content and encouraging interaction from your members. That could look like giving behind-the-scenes peeks of your brand, hosting live broadcasts, or asking members to show the group how they’re using your product. Regularly respond to members in the comment section as well.
To maintain your group content strategy, schedule posts on a regular cadence.
Facebook groups FAQ
Are Facebook groups good for small businesses?
Facebook groups offer a low-cost way to foster community growth and receive valuable feedback.
What should businesses post in a Facebook group?
If your goal is to strengthen your community, encourage members to share their experiences. If your goal is to learn what they like to improve your business, solicit feedback on your products, services, and operations. You can also use Facebook groups to generate excitement around product launches or release exclusive content about it to your members.
How can Facebook Groups help drive sales?
You can use Facebook groups to drive sales by answering product questions, evaluating customer feedback to make improvements, and building trust through long-term relationships. You can also use it to share special offers and discount codes with members, which can boost sales; nearly 70% of Americans say that they’re more inclined to make a purchase when they have a promotional code.
