Here’s What People Look at on Facebook Brand Pages
I logged into LinkedIn this morning – as I do every morning – and stumbled across this next article on Facebook pages which I thought / hope will be of interest to those of you currently trying to make Facebook work for you. (Incidentally, if you’re on LinkedIn, do check out LinkedIn Today, it’s a great resource for lots of interesting articles / news.)
Anyway, I’ve digressed. As we already know, Facebook business pages are a great way of promoting your business in the social media field – and all it costs is your time. That said, we hardly want to waste our time so it was interesting to read what people are looking at on our Facebook pages.
I guess it’s not surprising that the ‘wall’ is where we spend most of our time. It’s what I’m most interested in on both a business and personal level. We need to make sure our walls our loaded with interesting and relavant content. Likewise, uploading as many photos as we possibly can to the Facebook wall will stand to hold people’s attention for longer. Turns out scantily-clad women are the answer to our profile picture dilemmas if we want more visits / likes but, seeing as this is entirely inappropriate for the dental profession, I think we’d do best to stick with a team image or your logo!
In an effort to catch your eye on their Facebook pages, brands have experimented with apps and splashy profile photos. But in almost all cases, it turns out, the humble Facebook wall itself steals the show.
In an webcam eye-tracking study for Mashable by EyeTrackShop, the 30 participants who viewed top Facebook brand pages almost always looked at pages’ walls first — usually for at least four times longer than any other element on the page.
SEE ALSO: Here’s How People Look at Your Facebook Profile — Literally
On average, the smaller pictures above the wall were noticed 85% of the time, and the “likes” column was noticed just 58% of the time.
Here are some other interesting observations that can be gleaned from the eyetracking maps of Facebook brand pages for Coca-Cola, Skittles, Victoria’s Secret, Starbucks, Converse, PlayStation, Pringles and Red Bull:
- Content matters. Facebook brand page visitors almost always saw the wall first, and spent more time looking at it than any other element on the page.
- The exception: Scantily-clad women. Victoria Secret’s page was the only one in which people looked at the profile photo — a busty woman in a brassiere — before they noticed the Facebook wall. When they did move on to the wall, they spent about 25% less time looking at it than they did other brands’ walls.
- Profile photos can be the difference between seeing and not seeing a brand. Most brand pages’ profile photos didn’t get a lot of attention. Only 57% of visitors to Coca-Cola’s page, for instance, even saw the bottle of Coke that occupies this prime piece of real estate. Generally, profile photos with faces in them got the most attention. An exception to this rule was Skittles, which had an image of a bag of Skittles in the profile photo spot that 90% of visitors saw.
- Photos on the wall get attention. The Facebook wall with the most images at the time of the test, PlayStation, was also the one that people spent the most time looking at. On average, viewers stayed on the wall for 4.88 seconds. No other page element on any brand’s page held attention for longer than four seconds.
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