The new Timeline design rolled out earlier than expected for many brand pages. In our previous blog posts we have gone through the functionalities. This post will focus on how you as a brand can engage your audience by using the setup of Facebook Timeline.
The value of visual content
Posting relevant content is becoming increasingly more important as you no longer have the option of directing to a default landing tab or to fan-gated content. Tabs are also more limited than before. This means that Facebook pages for brands are much more about community management and engaging your audience on an on-going basis. Get used to post visual content in order to make your timeline look appealing. Photos should be an integral part of your posting – status updates including images receive the highest engagement among fans.
In order to create spread and engagement of your visual content, leave room for interactive elements. Share images that people can re-share with their friends. The more people share your content on Facebook, the better Edgerank you will achieve.
With Timeline, you have the possibility to add content back in time. Use this feature to create a story of your brand or organization in your timeline. Add a short story as well as a photo to go along with it. Share relevant key moments in your company’s history as the founding of your company, events you’ve held or launch of a product.
So how can your brand create engagement around the milestones? Firstly, you can add questions to the text you write to the content for people to give their feedback on. Secondly, try to figure out a reason for people to explore your timeline. Don’t expect that people will browse through every year of your timeline to look at all your milestones. People who once liked your page will most likely not visit your page again – they will just notice the update you share in their News Feed – so keep in mind that you have to give your audience a concrete encouragement to do so.
Draw attention through Pins
With the possibility to pin the posts you do, you can get posts that dates back in time to be visible in the top of your timeline. This functionality is great if you have an ongoing event or campaign that you would like people to see and engage with when they first enter your timeline.
How Fanta created engagement through Timeline
Let yourself be inspired of a case by Fanta. On February 29, 2012, Fanta posted a status update saying that the leap year day had disturbed the “Fanta time”. Because of this, four Fanta characters; Gigi, Lola, Floyd and Tristan had been brought into the past and hidden in the timeline.
Photos where posted along the timeline and featuring the characters in different situations, such as a picture on Lola trapped in 1975 on a disco. For a chance to bring back the characters to the future so they also could be seen on the cover image, the photo had to get the same number of Likes as the number of the year where the character was hidden in. For example would the photo on Lola get 1975 Likes in order to be featured on the cover image.
This initiative is still on-going on Fanta’s page. The really smart thing with this, is that Fanta gets people’s engagement and increase the spread of their content – and in the same time they get them to go through their milestones and updates they setup back in time in their Timeline. Next to the images of the characters that people should Like, they have placed images that show historical stories from the Fanta brand, which they make people aware of.