Facebook Timeline Provides 46% Lift in Brand Page Engagement
augustocudieri.com |
If you’re a marketer wondering if migrating your brand to Facebook Timeline was worth the effort, here’s some encouraging data: A researcher reports that brands are getting an average 46% more engagement with Timeline.
The researcher, Simply Measured,
drew its results from an admittedly small sample: just 15 Facebook
brand pages. Doing so may have created a false sense of lift, especially
since the greatest beneficiaries, Livestrong and Toyota, saw their
engagement rates jump 161% and 156%, respectively. (The full list of
brands appears below.)
Adam Schoenfeld, CEO of Simply Measured, says the average, however, is
weighted so that the engagement per post is taken into account. “These
are just preliminary results,” he says. Simply Measured looked at early
adopters and compared their Pages’ engagement from Jan. 1 to Feb. 29 and
then from Feb. 29 (the day Facebook allowed Timeline Brand Pages) until
March 26 and compared results. (If the brand launched its Timeline Page
after Feb. 29, then Simply Measured started from that date.) The
findings are as follows:
A deeper dive into the data reveals that responses to status updates
actually fell with Timeline, but engagement with videos and photos were
up a composite 65%. Schoenfeld’s theory is that the larger images on
Timeline are leading to more engagement with visual material. That will
prompt marketers to post more videos and photos. “We’re wondering if
this is because of Pinterest,” he says.
Facebook reported that a week after introducing Timeline, some 8 million
brands — roughly one-fourth of the brands on Facebook — had upgraded to
the new design. Those that didn’t will be ported over to Timeline on
March 30.
Original article here
Facebook Timeline Provides 46% Lift in Brand Page Engagement
Reviewed by Anonymous
on
Tuesday, March 27, 2012
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