Facebook’s Timeline redesign has altered the appearance and function of brand Pages. To a point that it is a significant effect, where the degree to which fans interact with tabs have dropped more than half of what it used to be.
According to data by PageLever, tab engagement has dropped off 53% since brand Pages began adopting Timeline. The findings were drawn from 500 pages with more than 10,000 fans a piece.
When all Pages were forced to convert, there was a steeper drop leading to March 30. PageLever founder Jeff Widman believes the drop is contributed from 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.”
So for now, brands will have to ensure that content remains more evergreen by pinning posts to the top of a page rather than putting or hiding it in a tab, as they might have before the Timeline upgrade. What do you think? As a user, have you visited a tab since the Timeline page change?