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Has Timeline Increased Engagement on Facebook?

[eMarkerter, 4/25/12]

While the average Facebook user may still not have made the switch to the social network’s new Timeline format, as of March 30, 2012, all brand pages were required to do so, and some brands have been seeing increased engagement as a result.

Social media measurement company Simply Measured looked at 15 brand pages that were early adopters of the Timeline format and found that average engagement on brand posts (i.e., comments and “likes”) rose 46% in the three weeks after the switch compared to the three weeks before. Prior to the Timeline introduction, the 15 brand pages saw an average of 1,672 points of engagement per post, rising to 2,441 after switching to Timeline.

Interestingly, for brands with less than 1 million likes:

  • Comments per brand post grew 40%
  • Likes per post rose 60.3%
  • People Talking About This metric also increased, up 67.4%

For brands with between 1 million and 10 million fans:

  • Comments per brand post dipped 17.43%
  • Likes per post increased, by 13.56%
  • People Talking About This increased 28.58%

And for brands with more than 10 million fans, all metrics declined:

  • People Talking About This down 13.72%
  • Comments down 16.72%
  • Likes down 11.57%

How has the new Timeline affected your engagement on Facebook?

Mary Shaw