A study of eye-tracking revealed what people look at when visiting Facebook brand pages, and as it turns out (as if this wasn’t obvious), content is king!
People spend less time viewing the page’s profile photo than they do looking at the page’s wall and the content that appears in that feed. But photos are certainly not overlooked — profiles that have the most images posted on the wall will get longer viewing time than those with fewer images.
So what’s the takeaway here?
- Make sure that what you post on your Facebook reflects the message you want to convey because people are looking at it. And since you know people are reading it, make sure to include the occasional call-to-action if you want your constituents to donate, join, volunteer, etc.
- Post images for more engagement with your constituents. People are naturally drawn to visual things, so make your Facebook page somewhere that’s naturally interesting to look at.
- The profile picture is not that important. So if you’re launching a specific initiative, maybe putting a campaign-specific banner/image as your profile picture isn’t the best way to bring attention to it — make sure to use your constituents’ inclination to read your wall posts to your advantage and tell them about the campaign and what you want from them.
For more details about the study, read the Mashable article here.