Facebook seems to be testing ads in Group tabs. Group tabs were launched in 2018 to try and ease the sharing of interests between like-minded people.
‘If there is a community, you can meet people whose values you share, and this could work as a support group for new parents, for example. For others, it could be a place to talk about a disease they have. For others yet, they could find people to work with,’ explained the CEO of Facebook, Mark Zuckerberg.
Only a few advertisers have been called to join the trial. They will access the ads through Ads Manager. Formats will look like those in News Feed ads, and advertisers will be able to set objectives, including clicks, conversion, and reach.
A spokesperson told MarketingLand that the network wants to see if these ads add value to users and businesses.
There will not be extra features like targeting users by membership right now.
Ad revenue at Facebook is still growing, but declining media time in the network sparks fears of a revenue drop.
The latest test is the company trying to find chances to grow its ad inventory. Groups are also becoming organic ways for brands to reach audiences.
‘Facebook groups present unique and organic opportunities to drive engagement more,’ said the social marketing director at 360i, Alec Piliafas. ‘In creating a group for your brand, you invite people to have conversations. There is now a reason for people to go to the group.’