What Facebook Timeline could mean for brands
Last week Facebook officially rolled out Timeline for all user profiles. The new Facebook Timeline allows users to show off who they are, what they do and where they’ve been – essentially turning their profile into an online scrapbook. There is still no official word from Facebook when Pages will transfer to the new platform, but it is anticipated to happen in the near future.
So what are some of the new elements of Timeline?
User profiles now consist of a cover – a wide space (849 x 312 pixels) to place a unique image that best represents the user. It is now the first thing people see when they visit a friend’s profile. As in the past where changing the profile image has defined one’s page, the user now has the opportunity to make a bigger visual statement of who they are.
Users are also now able to share and highlight their most memorable posts, photos and/or life events. Timeline allows the user to tell their story from birth to present day…all online.
But what does the Timeline mean for brands?
Brand timelines could change what the social media marketing landscape looks like, shifting the purpose of a Facebook brand page to be less about promotion and more about telling an authentic story.
The cover is a significant piece of real estate for a brand. The cover can be changed at any time and acts as a perfect platform for a product shot or promotion push. In addition, brands could call out important photos on the Timeline by clicking a star on the post that expands the photo to widescreen, thus drawing more attention to it.
Sample image of what the Burberry Facebook Brand page could look like with the new Timeline layout
But besides utilizing the new cover from a selling standpoint, one of the biggest benefits companies will encounter is the opportunity to humanize their brand. Timeline allows brands to chart milestones, such as the launch of a new product or change in leadership. It’s an opportunity for companies to express what makes them unique and authentic.
Sample image of how Harley Davidson could use the page real estate brand their new Timeline
Timeline for Pages would also create a more engaging consumer experience. While discussion and feedback between the brand and consumer will always remain an important element of the brand’s page, the infinite scroll of the timeline extends the lifespan of brand content giving people more to consume and engage with. We will start to see that the quality of the post is much more important than the quantity, since posts no longer disappear below the fold.
Sample image of how McDonald's could use their new Facebook Timeline to tempt our tastebuds.
What’s Next?
DEI believes that these changes will be truly beneficial for both users and brands and we are looking forward to when we can maximize the Timeline features on behalf of our clients. We will continue to keep you updated as additional news about this exciting update becomes available. In the meantime, we hope you enjoy what these three examples of what Brand Pages may look like once the official switch to Timeline occurs!
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