Facebook Inc. announced on Wednesday that over 80 million people in India use Facebook Groups each month to stay in touch with family, collaborate on projects, plan trips and offer support to friends. Globally, more than 1 billion people use Facebook Groups every month and the product has grown since it was launched in 2010.
According to Anshoo Nandwaani, vice president and principal analyst, Greyhound Research, “Groups Discover is aimed at improving visibility of existing groups (and potentially) help start new groups on topics of common interest. Having said that, it is important to note that Groups are more sticky compared to Pages which are public and open in nature. Hence, by introducing Groups Discover, Facebook intends to drive more engagement on their platform. It is also important to view this announcement in light of the June 2016 announcement wherein Facebook prioritized family and friends’ posts in people’s news feeds. This impacted the reach and referral traffic for marketers. Groups Discover can potentially help marketers remedy this by engaging with prospective customers via Groups.”