New Collections Feature On Facebook Increases Marketing Potential for Businesses
Facebook (FB) introduced the Collections feature to business pages of select retailers on October 8. The feature is currently only on pages of seven retail partners. If the social media network opens the organizational tool to more business pages, companies can benefit from its marketing potential.
The Collections Feature
Facebook begins the test phase of Collections with seven retail partners, according to the HubSpot Blog. The companies are Pottery Barn, Michael Kors, Neiman Marcus, Victoria’s Secret, Fab.com, Wayfair, and Smith Optics. Users in all countries are not yet able to use the feature.
In the US, each of the seven FB pages has additional tags for product photos. The tags are Want, Collect, and Like. Here is the smart marketing tactic: users are only able to “collect” items on the pages if they are Facebook fans.
Not a fan? Users who have not pressed the page's Like button do not have the ability to see the buttons or collect items on the network from the retailers. Here is where FB hopes to prompt users to Like a business page to have access to the additional features.
The new feature lets users organize and share collections. Select an item on the FB page with the Collect button and then add product to a default wishlist or create a list with a personalized name. Default list names are Wishlist, Fashion, and For the Home. When a user adds the item to a list, the product posts to his or her timeline and FB friends now see the product.
Michael Kors Facebook Page
Marketing Potential for Businesses
If the test phase goes well, Facebook is likely to expand the feature to more business pages. The Collections buttons are a great way to get products in front of more social media users as the items post to the user’s timeline once added to a wishlist. If that person has hundreds of friends, that post and embedded product shows up in many social media feeds.
The product gets in front of potential customers whose curiosity leads them to check out the associated business page. If the feature goes site wide, companies will likely benefit when they add the Collections tool to their pages.
Businesses can prepare for a potential site-wide launch of Collections by working now at getting more Facebook page fans. Users need to press the Like button on the page to have the ability to collect products. If fans are already in place when the feature is open to more retailers, these businesses are ahead of the game. Companies can buy Likes as well as actively engage with fans already on the page, hold contests, and use other social media networks to bring in new FB fans. These are marketing tactics that businesses can start doing today.
The Collections feature is live on Facebook but is currently limited to seven retail partners. If the Wishlist buttons go site wide, businesses who integrate the new function have the potential to appeal to a larger audience.
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