Facebook Timeline Data: Brands Pin And Win
New pages format lifts engagement by 46 percent, report says. Toyota and Red Bull are among beneficiaries.
New pages format lifts engagement by 46 percent, report says. Toyota and Red Bull are among beneficiaries.
Since the launch of Timeline for brands, Facebook’s marketing solutions team has regularly highlighted the “pinning” feature. It allows companies to keep a particular post/promotion at the top of their fan page on the social media site, rather than slipping down below the fold as they add new messages daily.
Pinning is likely partially responsible for an overall lift in page engagement, as measured by Simply Measured. A new study from the firm states the weeks-old Timeline format has lifted engagement with many brand posts by 46 percent, providing some third-party support for how new features like pinning can make the platform more effective. In a report involving 15 brands, nonprofit LiveStrong (161 percent jump), Toyota (156 percent), Humane Society (83 percent), Red Bull (70 percent), and Macy’s (52 percent) received top results.
Adam Schoenfeld, Simply Measured co-founder, explained those brands were chosen for the report because they fit three criteria: early Timeline adopters; recognizable names; represented a marketing niche. Perhaps of greater importance than pinning posts, Schoenfeld said Timeline is heightening brand engagement on Facebook because of enhanced multimedia capabilities. He compared the new Facebook brand pages to Pinterest, a site that’s been lauded in the industry lately for its sticky nature.
“Timeline makes the fan pages a lot more like Pinterest,” Schoenfeld said. “The experience is more attractive.”
The number of comments and likes a post generates define engagement for the study. The report also found that videos and photos on Timeline pages have been creating a 65 percent uptick in engagement.
Following are results for the brands involved in the Seattle-based Simply Measured’s report:
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceBar Louie was founded in 1990s Chicago as ‘The Original Gastrobar™’. Its foundation as a neighborhood bar is integral to Bar Louie&r...
View articleJenna Landi, Head of Brand Insights at Pinterest unpacks consumer insights, trends, and the marketing essentials Read More...
View articleAs governments and social media platforms lock horns on news placements, we’re asking marketers for their opinion on how the issue will shape their st...
View articleMost marketers who consider Facebook a valuable platform are feeling baffled with the series of changes that the social media giant has brought in rec...
View articleThe average person spends just under two hours a day (116 minutes) on social platforms, which means a successful social media strategy is imperative f...
View articleEveryone’s on social media these days, so your business should be, too. But without paid media, your campaigns could have the impact of a falling tree...
View articleFacebook has announced that it is planning to withdraw the ability to boost a list of post types from its available ad formats, as they didn’t seem to...
View articleFacebook recently announced the introduction of new metrics for its Insights page with the aim of offering improved measurement. We break down how to ...
View article