Today, Facebook is rolling out a new feature called “Groups for Pages,” which will let artists, brands, businesses and newspapers create their own fan clubs. The company says the idea stems from two reporters at The Washington Post who started a Facebook group called PostThis, where they interact with some of “the most avid fans” of the paper on a daily basis. Facebook says right now there are more than 70 million Pages on its platform, so this going to be great for many users who want to let their loyal supporters feel more connected to them.
The launch could further Facebook’s new mission statement to “bring the world closer together” and push it toward its goal to grow the membership of “meaningful groups” from 100 million now to 1 billion in the future.
Users can look at a Page’s Groups shortcut for any communities they’ve created. Pages can link an existing Group to their Page in addition to launching new ones.
For years, Facebook pushed people to create lists of specific friends to share different posts with, or to just fully embrace “openness” and share publicly. But it seems to have realized that people’s values and interests don’t always align with their geographic communities, or even their closest friends. Since the News Feed prioritizes showing content that gets lots of clicks and Likes, niche content could often fall flat and reach few people. Plus there’s the issue that Trump’s polarization of the United States has made sharing political content to Facebook a minefield of angry relatives and extremist high school classmates.