Despite recent controversies, marketers still view Facebook as the center of social media marketing. However, not so many people believe that their Facebook marketing is effective. With algorithmic changes deprioritizing the publisher’s content on feeds, one creative solution is turning to Facebook groups.

They seem to present an opportunity to regain diminished reach by embracing the platform’s heightened focus on user-generated content. As mini-communities, their members are empowered to engage directly with the company. The feature “Facebook Groups for Pages” were just rolled out last year.

What’s the difference between pages and groups? Pages are for pushing key marketing messages and product information while groups are dedicated spaces for more in-depth, meaningful conversations and relationships between a brand and the followers. With growing emphases on engagement and community-building it’s easy to see the appeal of Facebook groups as a marketing asset.

The problem with groups is that around 200 million of them exist on Facebook, making it difficult to gain visibility, especially for new creations. To assist with this, the Groups tab intended to make groups a more central part of the Facebook experience.

In assessing whether a Facebook group is worth launching for your B2B or B2C business, we recommend thinking about whether your community conversations are core to your offering. If so, a Facebook group can be a nice platform to bring users together over their shared passion, and a place where they can transfer knowledge, stories, and ideas.