Timeline, which was introduced recently was met with a mix set of responses from brands and marketers. Some saw the opportunity in it for a makeover while others frowned. Anyways, they couldn’t do much about it as Facebook went all out with the update since March 30,2012.
Since then there has been a flurry of white papers, resource documents, and webinars to demystify Timeline features teaching ways to maximize its usage. According to a recent research put together by eMarketer the ‘average engagement on brand posts have risen by 46% in the three weeks after the switch compared to the three weeks before.’
Similar research was conducted by EdgeRank Checker for engagement before and after the Timeline was introduced for 3,500 brand pages. Those with the Timeline had 41% more engagement. However, for brands which had not converted there was nearly a similar rise of 38%. Explaining this the company mentioned in a blog post, “A vast majority of all engagement takes place within the News Feed… Timeline has no direct impact on content within the News Feed.”
The good news is that engagement is on the rise with Facebook users exploring and interacting with brands. This is an opportunity for brands to maximize Timeline features by creating more compelling stories through it. Timeline is full of possibilities providing a visual treat for users through its more organized look. What needs to be seen is how creative can they get with their engagement to woo users.