Heraclitus famously stated that ‘Change is the only constant in life’ but there’s no doubt that Facebook’s constant revamps succeed at keeping everyone on their toes. Yes, Facebook is changing the look of its business pages (again). Whether you’re being sent into a frenzy or remaining fairly nonchalant, it’s useful to note that the modifications on Facebook Pages are mainly aesthetic, most obvious being a one-column display on the right which will display all your Page’s posts, while the left side of the Timeline will now feature business info, a map, business hours, contact details, website URL, photos and videos.
For admins, this clean new look will feature a one-stop display of all key stats for easier navigation as opposed to previous drop-down menus and direct access to Ads Manager via the Build Audience. You will also be given a snapshot view of the number of running ads, number of page likes and post reach for the current week, number of unread messages and notifications. ‘Pages To Watch’ will be opened up to all admins, enabling list creations and better competitor analyses as admins stack the performance of their page to others of their choice.
However, possibly the most eye-catching change of all would be the fact that Tabs are now only accessible through the ‘More’ menu.
So what does this mean for businesses on Facebook?
Generally, not very much. Directing attention to Tabs where necessary can still be achieved through ads and linked-posts but for the general user, hover time for Tabs has never really been something to shout about. As the focus has been shifted to posts, there’s great opportunity to focus on delivering outcomes with overall content strategy, a page’s visual impact, post frequency, relevance and lots of creativity. That being said, be sure to double-check the functionality of your Tabs, particularly ones with ‘Like’ gates to ensure that they still work as intended.
Change keeps things interesting and from a content-driving standpoint, so should we.
(Image credits: https://www.facebook.com/business/news/A-Streamlined-Look-for-Pages)