How is Facebook Timeline changing the game for brands?

Facebook launched its timeline for brands one month ago. On February 29th, all of us who are engaged on social media issues, were eager to know more and more about this new design and interface on FB, and how it could help brands to become more social and interact in a better way with their fans and followers.

One month has passed and as far as I see brand’s timelines, I could say what Facebook promised before the announcement of launching is being fullfiled. The new interface forces social managers to create more interactive content (timelines provides plenty of features for visual posts) and this new way of posting is improving engagement among the followers. I should say that visual content in Social Media is easier to spread than text (Is Pinterest becoming a success or not?) and new timelines for brands were done to do so.

A recent study from Simply Measured support my words. According to a case study based on 15 timeline’s brands, if we do a comparison between the old FB and the new one, the change you could see in the metrics is awesome. First of all, have a look at this sample:

Do you see the increasing peak of results?

• 14% increase in fan engagement.
• 46% increase in content engagement.
• 65% increase in interactive content engagement (video and photo).

Here you have another chart, this one on change since Timeline Launch. If you look at each individual chosen for this study, its increasing presence and engagement in Facebook is obvious.

With this new design, Facebook interface makes photos and videos tend to drive positive engagement. Starring and pinning allow visual content to be displayed along the screen, so it’s not surprising that this kind of posts makes engagement rise.

Now have a look how many users likes this photo from Red Bull timeline:

One of the features that make fans to eagerly ‘like’ our posts is pinning, overall if you want to promote a particular event. Here you got an example:

So, what do you think? Is facebook timeline really improving the way of communicate brand’s ideas and messages? Tell me your own experience!