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New Collections Feature On Facebook Increases Marketing Potential for Businesses

Updated on October 14, 2012
Facebook introduces "Collections".
Facebook introduces "Collections". | Source

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,, 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

The FB business page has 1.9 million followers.
The FB business page has 1.9 million followers.

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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    • ChristyWrites profile image

      Christy Birmingham 5 years ago from British Columbia, Canada

      Thank-you for the feedback!

    • CrazedNovelist profile image

      A.E. Williams 5 years ago from Hampton, GA

      Thanks for sharing this, Christy. Very good writing. :)

    • ChristyWrites profile image

      Christy Birmingham 5 years ago from British Columbia, Canada

      Hi Audra, thank-you for the great positive comment! :)

    • profile image

      AudraLeigh 5 years ago

      I like how you made this info your own. I had no idea of this situation on FB. I like how you brought readers into the now! Great hub! Nice to see you again!

    • ChristyWrites profile image

      Christy Birmingham 5 years ago from British Columbia, Canada

      Thanks everyone for the awesome remarks here. Pleased to share the new feature with you all.

    • carol7777 profile image

      carol stanley 5 years ago from Arizona

      I am always amazed at what is going on in the Internet world. Facebook is slowly or maybe not so slowly becoming a sales force. What did we do before all of this. I think we made phone calls, wrote letters, sent out brochures. So we are saving money in advertising dollars. Great hub and voting up and sharing.

    • Eiddwen profile image

      Eiddwen 5 years ago from Wales

      A great hub, so useful and I save and share.

      Enjoy your day and I look forward to so many more by you.


    • midget38 profile image

      Michelle Liew 5 years ago from Singapore

      Looking forward to this feature when it comes to Singapore and to see the companies it links to, Christy. This is interesting and I'll share so that others know about it too!

    • TheMCAMotorClub profile image

      Ina Stanley 5 years ago from Augusta, GA

      I really like the sound of this new feature for FB. It makes the "like" action more useful. Up to this point a user "liking" a page on FB didn't necessarily mean that it would interact regularly or at all with that page. I've noticed it even with myself. I've liked pages and then completely forgotten about them. Even though they come up in my news feed I don't normally do much with them.

      Adding this Collections feature means that a user's "like" can mean more for a business. The "like" is just the first step to the action a business would really want a user to take - adding their product or service to their wishlists etc. It creates a better way to start a conversation about a product or service with friends.

      Yes, we've had features like ratings and reviews. These aren't as engaging though. It's a one-time action. And they aren't as accurate in terms of gauging how a user really feels about a product or service, particularly because that user's view may change over time. We're less likely to keep something in a wishlist if we don't want or like it anymore. But I don't think many people go back to amend a review they wrong months ago. Whether good or bad, these Collections can give a better snapshot of how users really view a product or service and in doing so can provide vital information that can help a business to grow and improve its offerings rather than stagnating on outdated opinions.

      I hope it's available to the masses soon and not something that only pages over a certain number of "likes" will be able to take advantage of.

    • Ruchira profile image

      Ruchira 5 years ago from United States

      Great information. Was not aware of this. This will definitely increase the value of Facebook trying to promote business.

      Voted up as interesting.

    • randomcreative profile image

      Rose Clearfield 5 years ago from Milwaukee, Wisconsin

      What a neat feature! I hadn't heard about this yet. Thanks for the great info. Hopefully this will become a permanent fixture on FB.

    • ChristyWrites profile image

      Christy Birmingham 5 years ago from British Columbia, Canada

      Thanks everyone for the comments. You are right that we will have to see what the marketing potential means for both the individual business pages and for Facebook's standing in the social media ranks. I suppose a lot will rest on how well the 7 test pages do for popularity. Thanks for the reads, comments, votes, and shares!

    • kimberlie33 profile image

      Kimberlie Kacan 5 years ago from Brooklyn, NY

      What will they think of next? Very interesting. Thanks for sharing.

    • Marc Babineau profile image

      Marc Babineau 5 years ago from Cornwall, Ontario, The Seaway City

      I wasn't aware of this yet! Seems like an obvious extension, and a way to make more money... now that they're a public company, i think more and more ways of marketing businesses are going to pop up!

    • rcrumple profile image

      Rich 5 years ago from Kentucky

      Looks like Facebook is doing everything possible to bring the value of its stock back up. Hopefully, the commercialism won't ruin the community in which it resides, as so often occurs. Good Job!

    • Rolly A Chabot profile image

      Rolly A Chabot 5 years ago from Alberta Canada

      Hi Christy... Great information, thanks for writing this. Will be looking at it closely...

      Hugs from over the mountains

    • Janine Huldie profile image

      Janine Huldie 5 years ago from New York, New York

      Wow, you always teach me something new, especially on social networks. Seriously loved reading about this and definitely going to look into trying this out too. Have of course voted and shared all over!!

    • profile image

      chrisinhawaii 5 years ago

      So it's almost like a gift registry, like they do at the department stores? Sounds pretty useful, like you said - especially at Christmas time! I gotta share on my FB. My wife will love-love it!

    • TToombs08 profile image

      Terrye Toombs 5 years ago from Somewhere between Heaven and Hell without a road map.

      This will be cool. I wonder if those with Etsy stores will be able to use it as well. Great write up, Christy! Voted up and shared.

    • ChristyWrites profile image

      Christy Birmingham 5 years ago from British Columbia, Canada

      Hi Bill! Thanks for the compliment. I read a lot of sites and often get ideas that I try to jot down to remind myself. Have a fantastic day!

      Flash, a wishlist would be a great way to get ideas for Xmas! Thank-you for your support here and the comment.

    • billybuc profile image

      Bill Holland 5 years ago from Olympia, WA

      You are amazing! You write detailed hubs about stuff I'm not even aware of; it's like Facebook has given you insider's information. Great job Christy!

    • flashmakeit profile image

      flashmakeit 5 years ago from usa

      That is hopeful news. Maybe I can win something in a contest or my friends and family will peep at my wish list. Sharing and Vote up.