When Facebook users click on a link that takes them to a brand page, they’ll be greeted with a 851×315 pixel banner that covers a significant portion of their browser. Facebook has named this banner the ‘cover photo’, and brands are faced with the challenge of picking an image that expresses their brand and inspires users to click the ‘like’ button. In the first few weeks since this feature’s release, pages have really been creative about their use of the cover photo. Verizon, for example, features a photo taken by a customer with one of their phones, as seen below.
Verizon Cover Photo - Facebook
With the implementation of cover photos, Facebook has removed the freedom pages previously had with custom landing tabs– and added a set of rules and regulations as well. These rules, which are listed below, can also be found in Facebook’s Help Center. They were created so that cover photos stay true to Facebook’s vision of them– to be powerful expressions of a brand’s identity:
- No price or purchase information, including discounts/promotions.
- No contact information– including email, website, phone number.
- No references to Facebook elements– including, ‘like’, ‘share’, ‘comment’.
- No calls-to-action, such as ‘Get it now!’, ‘Try it free!’, etc.
- No false, misleading, or copyrighted images.
Walmart's Cover Photo expresses their brand's focus on being personal and connecting with their customers. Walmart was an early beta-tester with Timeline for Pages. facebook.com/walmart
With the addition of cover photos and the removal of gimmicky landing pages, Facebook helps brands find their true customers and fans, not just deal-seekers. Brands like Walmart are utilizing the cover photo feature to convey their brand identity to fans and potential fans. What are some of the other cover photos that have caught your eye in the past few weeks?
See other related posts on fMC and Timeline for Pages.
Mike
