Facebook has a problem — young adults don’t think it’s relevant or has entertaining content. We needed to showcase that Facebook has relevant content that young adults care about (and show them how and where to find it), cultivating awareness that the brand has its finger on the pulse of ever-changing trends and cultural conversation.

The ‘There’s A Group For That’ Trending Program is a real-time content series that increases Facebook’s cultural relevance by merging trends with corresponding Facebook Groups. With millions of interest-based Facebook Groups ranging from the silly to the sincere, whatever timely or relevant topic is being discussed in culture, there’s a Facebook Group that brings new life to it — in conversation, connecting over the interest, or just vibing out.

Since young adults don’t think there is relevant or entertaining content on Facebook – the job of the ‘There’s A Group For That’ Trending Program is to show them that relevant and entertaining content exists on Facebook and one place to find it is in Facebook Groups. With millions of interest-based Facebook Groups ranging from the silly to the sincere, whatever timely or relevant topic is being discussed in culture, there’s a Facebook Group that brings new, entertaining life to it — in conversation, connecting over the interest, or just vibing out. These Facebook Groups are already cool and relevant on their own — and young adults just need to be made aware.

The executional approach was: first, identify fun, trending, real-time topics. Second, then see what corresponding Facebook Groups we could partner with to quickly and additively join the conversation. Third, then feature the respective groups in entertaining, authentic, and inspiring content – videos and static posts made entirely with Facebook Group user-generated content, quirk, and topical charm. We’d hunt for all the authentic UGC, develop scripts in real-time based on the types of UGC we got, and then edit a playful and entertaining film together. The ‘There’s a Group For That’ Trending Program is an always-on content stream that moves at the speed of culture — which means sometimes turning around a piece of content in as little as six hours.

The ‘There’s a Group For That’ Trending Program started to shift young adults’ perception of Facebook one entertaining and timely post after another. Proven by major spikes in Facebook Group joins of featured groups, 414,486,350 total program impressions, 1.1MM organic engagements in 2021 alone, and becoming one of Facebook’s most efficient engagement-driving content programs overall, while also one of the lowest budget allocations.