Let’s face it. Facebook Pages don’t have as much clout as they did historically. Organic reach is harder to come by, advertising is more important than ever, the amount of competition is overwhelming, and the tactics and methods like posting frequently or asking users to like comment or share your content don’t seem to work anymore.

So, what’s a marketer to do?

Well, at Facebook’s developer conference, Mark Zuckerberg described Facebook groups as the heart of the experience on Facebook, just as much as friends and family are.

Marketers take note. If you haven’t seen the billboards or the changes in the Facebook application—the social media giant is prioritizing content from groups.

More than 400 million people belong to at least one Facebook Group. And more than 100 million people see Groups as the most important part of their Facebook experience.

It comes as no surprise then that Facebook has made groups and communities a central focus of the platform. In Facebook’s redesigned app, groups has its own tab, and they now include group notifications alongside all other information. This is an intentional shift by Facebook to make groups a more prominent feature. It also shows that the algorithm favors groups and wants people to use them more.