Facebook has started testing ads in Groups, the interest-based, user-generated communication channels that the company released as a standalone app in 2014. The ads in Groups look identically to standard News Feed ads and will be targeted by Group topic as well as the standard identity-based targeting.
What Brands Need To Do
As Facebook is looking to reach maximum News Feed ad load in mid-2017, the company has been turning to its other properties, including Instagram and WhatsApp, to further fuel its ad revenue growth. So it makes perfect sense that Facebook is now putting ads in Groups as well, opening up yet another marketing channel for brands to reach their audiences on Facebook. The topic-based nature of Groups also enables brands to target niche audiences with tailored content and brand messaging.