A report from Simply Measured found that Facebook’s launch of Timeline for brand pages has resulted in increased engagement for businesses. The update places a greater emphasis on visual content, and Facebook rolled out the platform with the idea that this feature would allow companies to transform social media marketing into storytelling.
According to Simply Measured, brands have seen engagement per post increase by 46 percent since Timeline rolled out in late February. The page layout organizes content so that users can follow it chronologically with a focus on visuals posted to brand pages.
Additionally, 14 percent more Facebook users are engaging with brand pages since Timeline went live. They are acting on content 46 percent more frequently in terms of Liking posts and commenting. The nature of Timeline has improved the viewer’s focus photos and video to the tune of 65 percent more engagement.
Simply Measured studied 15 brands for its report and just three of them have seen less engagement since Timeline rolled out.
The study also found that links, photos and video content have become more popular for fans since Timeline became available. The only social content to see less engagement in recent weeks is the status update, and this was expected given Timeline’s highly visual focus.
In light of the increased emphasis on video content with Timeline, it’s likely that more companies will begin including it as part of their social strategy. Brafton recently reported that more than 180 million Americans watched video content online in February.