Are Your Social Headers Affecting Engagement?

September 6, 2016

A few years ago, Facebook changed the layout of the profile to incorporate a large image spanning the top of the profile. For personal accounts, users have used this for personal and hilarious images, but businesses and brands have come to see these large cover images as key marketing opportunities. Now, a good Facebook/Twitter/LinkedIn cover photoc is not going to make or break your business, but this is the perfect place to tell a story, since this is one of the first things that someone will see when they arrive on your Facebook page. In an ever-visual world, your cover will be judged!

Your Best Branded Cover Image

Is your profile photo or cover image branded with your logo? This is a great place to start. You’ll want to create an identifiable link between your visuals and your business to ensure that anyone stopping by to check out your page will know exactly what it is that they’re seeing. In fact, this identification, as well as abiding by Facebook’s cover photo guidelines by not being deceptive or infringing on another’s copyright rules, will play a huge part in creating your perfect cover photo.

  • Is your cover photo the right size? All social profiles have different sizes to ensure that all images are perfectly sized to fit the image. It shows a lack of attention to detail when a cover photo is so large that parts of it are cropped from the page or so small that there is extra padding around the image.
  • Does your image look off when viewed on mobile? On mobile, the previously rectangular image gets shortened instead of distorted. What this does mean is that any important visuals to the sides of the image may get cut off and the placement of your profile image will likely change. Don’t let information get cut off based on the device a user is visiting from!
  • How much text are you using?  While there aren’t specific limitations for the amount of text that can be found on an image, you still don’t want your cover photo to be overrun with text since this is a surefire way to lose the attention of someone checking out your page.
  • Does your image relate to your business? Is your logo present? Are you representing your brand properly? Can a viewer gather what you’re about just by checking out this cover image? If the answer to this is no, then you may be pushing people away instead of inviting them closer. You should be showing a visitor exactly what it is that your brand does, simple and clear.
  • Are your colors and font similar to your brand’s? Color can be a great way to show meaning, but you don’t want to go color-crazy or confuse someone that is familiar with your brand. Remember, you chose that color scheme for a reason, and don’t go confusing users by switching these colors on different marketing materials! You are encouraged to get creative, but don’t go overboard.
  • Have you changed your cover image lately?  Upcoming events, new products, seasonal, and holiday changes are all the perfect time to be updating your cover image to convey these updates and changes. This can be a great way to increase engagement by highlighting current offerings and showing a user what they’re missing!
  • When was the last time you used your cover image as a Call-to-Action? A CTA is a statement that encourages a user to take an action and with a cover image the front and center of your social image can be a great way to deliberately and directly ask a customer to continue their interactions with your brand.

There are a few components of visual engagement that Buffer highlights as important when choosing any image for a social media profile , including emotion, relevance, colors, typography, and text. The combination of all of these needs to be cohesive in order to grab a user’s attention and cause them to take a certain action when they visit your page. Not engaging an audience with these visual components can be a mistake for your brand’s social media marketing!