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The Power of the Facebook Cover Photo

Posted by CourtneyLewis
Mar 16, 2012

 

Facebook recently announced that it is expanding its new Timeline design to owners of Pages, which are the Facebook versions of Profiles used by brands, companies and celebrities. In just one week over 8 million pages have already made the transition to Facebook Timeline, according to Venture Beat. But what makes the new design so appealing? 

Timeline gives Page owners the ability to tell a unique story about their brand. Few of us know the details about our favorite brand’s past. Timeline tells the brand’s story from the beginning, allowing them to connect on an emotional level. 

So how are these stories told? Forbes writer Jamie Tedford stresses the importance of using visuals alongside images. Page owners know already that an image posted to their page generates more user interest than a post without one.  As we have seen with personal pages implementing Timeline, posts only using words tend to get lost in the shuffle. Tedford suggests brands use words and images in a creative way to insure that their messages stand out. 

Your brand’s cover photo might be one of the most important images you post. The cover photo should highlight something about your brand to users, whether it conveys a brand message, provides a shock and awe element to a potential customer, or provides a call to action. Brands that have implemented the cover photo have taken a variety of directions. The most important thing is that it conveys a positive message about your brand. 

Red Bull is a clear winner in the Facebook Timeline game. Red Bull updated its page right out of the gate and has intrigued fans with a compelling cover photo. It gives an unmistakable identity to the brand that resonates in the minds of its potential consumers. The page uses a vibrant image to connect with the brand’s daring personality.

Red Bull just didn’t nail the cover photo, it sought to use Timeline to its full potential.  When Red Bull switched over its Page, it immediately came out with Red Bull Time Warp; a scavenger hunt that rewards fans with prizes for finding hidden clues throughout the brand’s Timeline. The game started by calling users to travel back to the date that the first ever Red Bull was sold. It then led users to other clues taking them through the brand’s history while highlighting the company’s milestones along the way. Users were given a reason to travel back in time and interact with the Page’s history.

Red Bull may have been one of the first to implement the Facebook Timeline to use it to its full potential, but it definitely won’t be the last. The design gives brands a new way to interact with consumers. It will be interesting to see how brands take this opportunity further, as they now have the tools to be more creative with their pages than ever before. 

 

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