We already know that Facebook Pages and organic reach are not exactly what they use to be a few years ago. Besides, Facebook Groups are alive and well. They are one of the perfect ways to use the platform and one of the best impacts it has on Instagram.
Getting your targeted audience to join a Facebook group is a phenomenal way to spread your content, pitch your offers, and build an excellent community.
The only problem? You aren’t allowed to pixel your group audience like you should with a Facebook business page. This made it challenging for group owners and marketers.
There isn’t anything worse than having a group of the ideal target market in one community and still not being able to market to them. But now, Facebook is finally allowing you to pixel the members of your Facebook group.
It’s not like you can log into your group, export user data, and start retargeting (maybe one day).
Luckily, there is a workaround to help you access some of those users, even if it does require a little more effort on your end. In this post, you get to know why Facebook Groups are a powerful tool to grow your business and one hack to help your pixel groups.
The Power of Facebook Groups
Facebook continues to roll out new features for both users and business owners after their push to clean up the site in 2018.
If you’re like most people, you’re probably using:
But groups are still one tool on the social media platform that has a ton of potential and will only continue to grow in 2020. If used correctly, they can make a serious impact on your business.
Check out these Facebook statistics that back up my theory:
1.4 billion people use Facebook Groups
More than 10 million groups on Facebook
Facebook’s research with users aged 18 to 24 shows that they’re open to brands posting in Facebook Groups if those posts provide real value, rather than just promotion.
As you can tell, there is a ton of potential for every type of business to use Facebook groups to increase sales and/or build a community.
Here’s how you can get started with one of my favorite social media hacks.
Step-By-Step Process to Pixel Your Audience
Step 1: Identify a Group
The first step is to identify a group that you want to the pixel.
With this step, you have a choice; you can either use your own group (if you have one) or someone else’s.
That’s right, you can even use this page for other groups as well.
Don’t worry, it’s not a spammy method and won’t land you in Facebook jail.
Step 2: Join the Group as Your Page
Once you’ve found your ideal group, you want to log into Facebook and join (or request permission to join) as your business page, not your personal account.
Please don’t skip this step. This will not work with a personal Facebook profile.
Joining as your business page will allow you access your pixel and business dashboard in the following steps.
Step 3: Share Video to Your Group as Your Page
The third step is to share a video in the group from your own business page. Remember, you don’t have to use your group for this hack to work.
Ideally, you want to share a video that isn’t overly self-promotional or content that could get flagged as spam by the admins.
Don’t post a video just to use this trick. Make sure you’re always providing value and helping the community in some way or another.
Try to create or repurpose a video that is useful to the audience and strengthens you and your businesses’ reputation.
Also, one thing to note is that some communities require you to join from your personal account, not your business page. Make sure to read the group requirements and answer any necessary questions to ensure you get accepted.
Step 4: Create a New Audience
The final step is to create a new audience inside your Business Manager account.
To get started, create a new video audience for the video that you pinned or shared from in someone else’s community from the previous step.
It’s as simple as that. As people watch your video, your audience grows.
Now, you will have a lot more data that you can use in a lot of different ways, which I’ll outline below.
Step 5: Rinse & Repeat
If there are multiple groups you want to do this with, go for it. The only thing you need to do is to make sure you create a new audience based on each group.
To conduct an A/B test, you can always post a few different videos in a couple of groups to see which one gets the best engagement as well.
How to Use Your New Audience
Now that you understand how to create this new audience in one or several communities, here are a few strategies to help you make the most of them.
Segment the Audience
If you’re already running ads on the biggest social media platform on the planet, I’m sure you know the importance of segmenting.
This is one of the first steps that can be recommend you take when acquiring a new audience. You can start by segmenting from geography, age, and even their personal interests.
By segmenting your audience, you can make sure to create offers and messaging that is more unique to each profile of users.
Build Lookalike Audiences
As mentioned in the intro, not being able to build lookalike audiences was one of the biggest downsides to running a Facebook group.
But with this simple hack, you can easily create a new audience of similar people to market.
Even though you don’t have their email address (yet), you can still tap into the power of Facebook ads to find and target people with similar interests.