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Research: Put Brand Ads On A Facebook Timeline for Higher Engagement

Published on March 30, 2012

Perhaps a Facebook page qualifies as marketing versus advertising, but brand ads clearly belong front and center, and on the brand's Facebook page. Social media analytics provider Simply Measured reports considerable boosts in engagement for brands using the Facebook Timeline format, and for brands using photo and video.

Simply Measured surveyed the Facebook Fan Pages of 15 early adopters to compare engagement rates before and after implementing Timeline. It observed that brands get 46% more engagement per post when they upgrade to Facebook Timeline. Facebook promised on February 29th that Timeline would help “showcase brand’s unique stories and identities” and improve how consumers interact and engage with their favorite brands.”

Of those 15 brands, Livestrong showed the highest boost, with 161% engagement per post, followed by Toyota with 156%, Humane Society at 83% and Red Bull at 70% lift in per-post averages.

The posts tend toward fan uploads for Livestrong, but Toyota leans toward photos, videos and house ads. The Timeline redesign, says Simply Measured, “is much more visual, focused on interactive content, and provides new features that give brands more control over how their Fan Page looks and feels.” Photo and video in particular attract engagement, once again making a Timeline ripe for brand advertisements.

Comparing averages before and after, Simply Measured observed:

  • 14% Increase in Fan Engagement
  • 46% Increase in Content Engagement
  • 65% Increase in Interactive Content Engagement (Video and Photo)