March 8, 2012
When Facebook made the Timeline available for brands earlier last week, my head went into YEY-mode. Finally we could utilize graphics to drive engagement and not only words. The timeline made available a workflow, rather than just posting. As a marketeer you could build engaging campaigns where the user got several chances to opt-in.
Cover Photo restrictions on Facebook
However, as with most things Facebook, things weren’t what they seemed to be at first. The new Page guidelines for Facebook is a joke. Why would I, honestly, want to convert my page into Timeline if I am not allowed to use the benefits of the timeline? Here is what I mean:
“Covers may not include:
Wtf… Why would I want to move my Like button from above the fold to below the fold with a cover photo, if I am not allowed to direct the attention of the user to the new position of the “Like” button? I wanted to utilize the newly added space to drive engagement. By doing this they severely cripple my options in doing that. Not only because they have limited what I can write in my cover, but also because this limits my users usability of the page. If they click an ad or a story from my page, then they most likely want to either read more or Like the page. If I am not allowed to direct them towards completing this goal, then the page becomes worse than it originally should have been.
I am 100% sure this retarded kind of behavior from Facebooks side will hurt their business in the long run. I am also fully aware that it has everything to do with the fact that they are based in the US and that their sales organization mostly consist of people from old display ads sales forces. They do not know how to sell creative campaigns and products and thus Facebook limit creative marketeers to utilize their own creativity in creating campaigns. “Buy ads or get booted” is the clear message from Facebook. The old “build user value and win” does not hold anymore.
However, since the effect of even buying ads will decrease as a result of these changes, I really wonder how they have thought here. Perhaps it is legal getting the upper hand of the internal fights?
All the rules governing you when creating your campaigns
Last but not least, they have changed texts in all of these guidelines and I recommend you to read all of them carefully. Facebook, could you please at least
- Advertising guidelines
- Promotions guidelines
- Page guidelines
- Facebook Brand permissions
- Platform policies