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Facebook Timeline Changed the Way We See Brand Pages; Here’s How

When Facebook launched Timeline for brands last month, it wasn’t just marketers’ social media strategies that got turned upside down.

The new format also changed the way consumers experience brands on Facebook.

In a webcam eye-tracking study for Mashable by EyeTrackShop, participants spent less time looking at Wall posts and ads and more time looking at the cover photo on brands’ timelines than they did on their old Facebook Walls.

“The new Facebook Timeline limits the effective branding space, and the top portion of the page must be effectively utilized,” suggest the study’s authors.

SEE ALSO: Here’s How People Look at Your Facebook Profile — LiterallyEyeTrackShop recorded eye movements of 30 participants as they were shown brand profiles — before and after being converted to timeline — from the Dallas Cowboys, Good Morning America, “The Muppets” and Pepsi in 10-second intervals. What participants looked at on each webpage, for how long and in what order is recorded in the images below.

Results suggests a few ways our perception of Brands on Facebook has changed:

  • 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.  Read More
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A Revolution in Social Networking

Posted on May 1, 2012, in #breaking news, #facebook stats, #social media and tagged , , . Bookmark the permalink. Leave a comment.

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