Facebook Timeline Drops Tab Engagement by 53%
When the Facebook Timeline was introduced in the beginning of the year, Facebook Page owners and marketers were quickly concerned about losing the ability to send new visitors to a specific landing page, which was used to require the visitor to like the Page before unlocking the content behind the fan gate. A recent study on this topic unveils that their worries apparently weren’t unwarranted.
By surveying approximately 500 pages with more than 10,000 fans, PageLever found that tab engagement has dropped 53% since brand Pages began using Facebook Timeline. This drop off is attributed to two main reasons.
- Brands can no longer set a landing tab as the default landing page for non-fans
- Tabs are still visible, but are often overlooked
This data isn’t suggesting that visitors are no longer engaging with Brand Pages on Timeline, rather they are being engaged on the newsfeed. Brands are also devoting fewer resources to custom landing page development and more on the content that appears on the Brand’s wall.
Facebook is embracing this trend by recently providing ways for Brand managers to schedule posts and assign specialized roles to administrators for engaging with fans, posting content or analyzing Facebook Insight data.
Content still remains more evergreen by pinning posts to the top of the Page or highlighting the post to span across the entire page. Customized landing pages can still be leveraged successfully by pointing visitors directly to the tab’s URL from your website or through an ad campaign, however, they are still not a replacement for a well-planned social content marketing strategy.