Report: Facebook’s Timeline Is Killing Tab Engagement

facebook-logo-smThere’s been a lot of speculation about the impact that Facebook’s Timeline has had on business pages since their launch in late February and the full transition a month later. Some early reports said fan engagement was up on business pages, while other reports said the opposite.

Now, citing data from analytics provider Pagelever, Mashable is reporting that fan engagement on Facebook Page tabs is down 53 percent since Timeline’s launch. From the Mashable report:

Why the general drop-off? PageLever founder Jeff Widman believes it’s a combination of two things: That brands can no longer set a custom tab as their default landing page for non-fans, and Tabs are less visible in the Timeline layout.

“Without the option to set a custom tab as the default view, most users will never see a tab again,” he says. “We’ve heard from several users they didn’t even realize tabs still existed with Timeline.”

Mashable’s story includes this chart from Pagelever showing the dramatic drop-off in tab views for business pages.

facebook-tabs-decline

Related Topics: Channel: Social Media Marketing | Facebook: Pages | Facebook: User Interface

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About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • http://www.facebook.com/CullenKernan Cullen Kernan

    How are “Tabs are less visible in the Timeline layout” ?  (Aside from not being able to set them as default).  It seems like the boxes with images on the timeline are much more noticeable than the tiny links with icons under the profile picture. 

  • Matt McGee

    I suppose it’s a matter of opinion, isn’t it Cullen? I definitely find that the previous interface with the tabs across the top, 5-6 of them visible at a time, was more obvious than the current boxes. The boxes often look like imagery/part of the page design.

    The previous interface was a very common tabbed look that users would likely have seen across many different sites — they’d be familiar with it, more so than with the changes that are still only a few months old.

  • Universal_Mind

    “move fast and ruin things”

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