Facebook CEO Mark Zuckerberg has consistently pushed for the social media platform to deliver community-driven experiences that help brands connect with their target audiences. As part of this initiative, Facebook has continued to build its Groups platform. While the Groups have shown higher engagement levels, many brands and advertisers have had a hard time justifying their participation, due to a lack of analytics. Fortunately, the recent release of pixel within certain Groups aims to change this perspective.
How Does Pixel Work with Facebook Groups?
Facebook has slowly begun to roll out pixel to various Facebook Groups. At its core, pixel is a piece of code that allows marketers to track a user’s behavior after he or she has clicked on posts. In fact, pixel has already been embedded in websites to track Facebook ad engagement levels for each user. In this vein, through pixel, brands are now able to gather the additional data points that they need to more effectively understand their audience. These insights, coupled with the community driven mentality of Groups, promises to deliver a new form of social media marketing. One that is easy to use, more targeted, and focused on leveraging data to deliver marketing messages and insights that potential customers actually want to view.
Understanding the Benefits of Pixel
Over the years, the prominence of brand-created organic content has slowed to a trickle. Facebook Groups are designed to reverse this trend by instead helping brands and advertisers reach their audiences via a new channel that doesn’t place the emphasis on paid social campaigns. Up until now, the challenge for many brands and advertisers has been justifying the time spent trying to build relationships with customers via Groups. Thanks to the addition of pixel to Facebook Groups, the latter challenge has now been overcome. In fact, pixel offers the following benefits:
- Performance data on specific Group posts. This additional data is especially important given the recent features that were rolled out earlier in 2018, including Watch Party (a new feature allowing admins to hold live screenings of pre-recorded videos) and the tools needed to more effectively moderate conversations on Group pages.
- Data gathered via pixel will only be visible to group administrators; as such, pixel will help brands determine if their published Group content is leading to higher website traffic.
- Pixel data will help brands determine what type of Group posts lead to higher conversion rates.
In short, by leveraging the data gathered by pixel, brands and advertisers will be able to better understand their audiences. As any good marketer or advertiser knows, the more that you can understand your audience, the easier it is to create engaging posts that lead to increased traffic and higher conversion rates.
The Bottom Line: Brands Can Now Achieve Higher Engagement Levels
Facebook Groups have already proven their usefulness to several brands and advertisers. While the additional features, including Watch Party, have helped brands create more personalized and customized experiences for their audiences, the addition of pixel elevates the prominence and social power of Groups. Through pixel, brands will now have the insights that they need to adjust Group page content and posts. Just as marketers rely on open, read, click-through, and conversion rates for emails, so too will brands be able to gain these insights for individual Group posts. Through these additional insights, brands will be able to create highly targeted posts that lead to increased engagement levels and conversions.
If you’re reading to get started with Facebook Groups for your business, or you’re interested in assistance with your social media marketing strategy, contact Zero Gravity Marketing today to get started!