Facebook Timeline Has Changed The Way We Look At Brand Pages

Facebook Timeline I personally think is the best thing Facebook have ever done. It’s a great way to show off your profile and has more the cover photos add more of a personality.

Since the implementation of Timeline on brand pages, marketers have had to change their tactics to adjust. EyeTrackShop used eye tracking software to find where people look most at Facebook brand pages since Timeline, and things have changed drastically. Cover photos are the most looked at part of the page so having that right cover photo is key to giving off the personality behind your brand.

The study was carried out for Mashable here is the other key bits of information they found:

  • Ads on Facebook Timeline are less visible than ads on Facebook Brand Pages. While 30%-40% of study participants looked at ads on brand Timeline pages, 80% looked at them on Brand Pages. In both cases, ads placed higher up on the page fared better than those below them.
  • Cover photos are the new Facebook Wall (at least as far as attention goes). On brand pages, Wall posts were the star attraction. Viewers on average looked at them first and for the longest amount of time.On the brand Timelines, however, viewers always looked at the cover photo first. In all but one case, they spent a longer time looking at it than at Timeline content.
  • Everyone will notice your cover photo. It’s larger than anything else and at the top of the page for a reason, and 100% of viewers looked at it. On average, they saw it in 0.5 seconds or less. Meanwhile, only 65% to 92% of viewers noticed profile photos on Brand Pages.
  • Viewers see Timeline content last. In every case, viewers looked at either the left or right column of Timeline content last — after ads, navigation buttons and brand logos.
  • Information that was invisible is now a focal point. Facebook moved the number of Likes, events and apps to prime top-and-center territory. It now gets more attention than when it was listed on the right-hand side of the page.In the case of Good Morning America, for instance, the show’s 585,000 Likes went from being completely ignored on its Brand Page to being the biggest attention-getter on its Timeline.
  • Cover photos with faces attract the most attention.Good Morning America and “The Muppets” have cover photos with faces, whereas the Dallas Cowboys and Pepsi do not. The cover photos with faces attracted more attention.

This kind of information is ideal for any marketer or website owner which uses Facebook as a marketing channel. With Facebook having over 900 million active users, it’s the biggest and best way to produce fans and followers for your brand, also because it’s completely free.


You May Also Like