Today Facebook launched a redesign for Facebook Pages which will transition brand pages from the current tabbed layout to a layout that mirrors regular user profiles. The new design brings some additional functionality to Facebook Pages, but also reduces the discoverability of brand content that is housed in tabs. What follows is a summary + implications of the the most important changes and suggestions on how to take best take advantage of the new features:
- Content featured on tab applications is much less visible
Similar to how personal profiles are designed, tab applications are now listed on the left-hand side of the profile underneath the profile picture rather than in page tabs across the top of the profile. While this provides a consistent user experience for Facebook users (and brands can have longer tab-titles), brand content hosted on tab applications is now much less likely to be discovered without guidance. Now, more than ever, brands need well designed welcome tabs that introduce new visitors to the content housed in the tab applications of the brand-page. Brands will also have to use wall posts and conversation tactically to guide fans to content housed in tab applications.
- Profile images are now competing with page navigation
Previously brands often used a tall profile image (up to 200×600 px) to include attractive imagery, feature messages and even guide users to content on the page. However, because the page navigation links are now below the profile image, a tall graphic will push navigation to “below the fold” (below the first level of visible screen real-estate). Given this, brands should be more conservative with their profile images moving forward, rather than using the whole allotment (which is now a slightly smaller 180×540 px).
- Album photos are now much more visible to visitors
The new brand-page designfeatures the 5 latest photos a brand has uploaded to one of their albums directly on the top of their info page (no fan-uploaded photos are featured, and individual photos can be removed as well). This makes photo albums a significantly more valuable asset. Brands launching new Facebook pages should start their albums with at least five interesting photos and plan out how albums are organized because users will likely spend more time in the photos application. Brands should also think about how they can use comments on their featured photos to drive viewers from photos to other relevant pieces of content.
- Brands can now show off their admins for more transparency
Brand-pages can now feature some or all of their admins on the left-hand side of the page below the page navigation. While this may not make sense for everyone, brands can use this to be much more upfront about who from their organization is participating in the management of the page. This also means brands need to payattention to how their admins present themselves on Facebook on their own personal pages. To prevent conflicts of interest, brands who make their admins visible may want to recommend that the admins turn their own profiles “private” to the public.
- Admins can now navigate + interact across Facebook on behalf of the brand
Previously brand-page admins were only able to interact on the brand page, but now admins can ‘like’ and comment on other brand pages on behalf of the brand. These interactions will show up in brand-page follower news-feeds just like if a friend of theirs was interacting in Facebook. There will be many interesting ways for brands to leverage this, such as having sister brands or products & parent companies interact with each other across their respective Facebook walls.
- Conversation on the wall will be more compelling to visitors
Facebook has made several upgrades to help improve the value of the conversation on the wall. Previously posts were displayed completely chronologically. Now visitors will see interesting posts first: posts from their friends, similar users, and posts that have received a lot of likes + comments. For additional control, brands can choose to set the default view to show only wall posts from the brand itself. Brands can also keep the wall clean bysetting a “moderation blocklist” that automatically marks any inappropriate posts as spam.
This latest Facebook redesign is available to all brand pages starting now (admins will be alerted the next time they visit one of the brand-pages they control), but admins have the option to hold off on activating the transition until March 10th. This gives brand teams a one-month window to analyze how these changes will impact their brand page specifically and plan a strategy that most effectively leverages the layout. SS+K will also be actively exploring the new Facebook landscape over the coming weeks to identify further implications and opportunities to take advantage of. In the mean time, please let us know if you have any specific questions or concerns.