So this is an interesting turn of events. Earlier this year, Facebook changed its mission statement to be “To give people the power to build community and bring the world closer together.” We have also seen a renewed focus on the Facebook Groups feature with improvements such as allowing a group within a Facebook Page. This has highlighted that Groups is a big part of Facebook’s new focus and strategy.
This is why the latest news is slightly baffling. Facebook has announced they are discontinuing their Groups app. As on September 1st, users will no longer be able to log into the app, and instead, will have to use the Groups feature within the standard Facebook mobile app or in the browser.
So what does this mean? Well, not much really. On the surface, it seems strange, but in reality, their new focus on Groups mean they are likely working on a better-integrated approach to how we use it on mobile.
Expect to see some changes in the standard Facebook mobile app to allow for a slicker Groups experience.
The other factor that could be at play here is advertising dollars. The more people that engage with groups via the standard app, the more people are viewing the timeline (instead of engaging directly in the Groups app). The more that view the timeline, the more that view ads. Simple.