When Facebook launched Timeline for brands last month, most companies looked at it as a mixed blessing. Yes, there was that beautiful bit of image real estate at the top of the page, but what about Like walls? Tabs?
Here’s a rundown of what the study found.
Looking at our complete sample of early adopters shows the following increase in engagement when you compare averages before Timeline vs averages after Timeline:
1. 14% Increase in Fan Engagement
2. 46% Increase in Content Engagement
3. 65% Increase in Interactive Content Engagement (Video and Photo)
Those are pretty impressive numbers. Apparently, the numbers are even greater for video and photo content.
One key promise of Facebook Timeline is that fans should have an easier time finding and engaging with compelling content posted by the brands they care about. Based on our initial findings related to engagement, this is exactly what is happening, and it’s particularly relevant for multimedia content (photo and video).
The way timeline highlights content seems to be at the heart of the increase in engagement, but Simply Measured has also tracked another key element in driving traffic to Brand Pages – Pinterest. Apparently, using Facebook links on your Pinterest boards drives traffic and increased engagement (while you can’t pin directly from Facebook, you can change a link on a pin to go to a Facebook page).
Not all brands have made the switch to Timeline, of course, although the change will be done by Facebook on Friday of this week. Hopefully reports like these will ease the transition for the hold outs!
I like Timeline generally, but I know one element of the new Timeline that frustrates me is the way Facebook sorts my Timeline; the “highlights” mode hides too many of the posts I want people to see. But there is no doubt that my engagment is up, although I suspect that has more to do with changes in how I use my page than the timeline itself.
Have you noticed a change? Do you think Facebook Timeline increases or decreases your engagement?