What Do People Look At Most On A Facebook Brand Page?

In conjunction with EyeTrackShop, Mashable released a study today documenting what elements of a Facebook brand page users tend to look at most. Information like this is key to building a successful brand page that encourages community engagement.

The team at Mashable found that the Wall–particularly the first few posts on the Wall–garners the most eye attention from fans, indicating that valuable fan interactions as well as interesting post content are key to keeping a fan’s attention. According to Mashable, “The 30 participants who viewed top Facebook brand pages almost always looked at pages’ walls first — usually for at least four times longer than any other element on the page.”

Another interesting finding is that fans actually don’t spend that much time looking at your Facebook profile picture. The pictures above the wall–which are editable by a brand but can be comprised of both brand and fan uploads–were noticed 85% of the time, while profile pictures were only typically studied if they included faces. “Only 57% of visitors to Coca-Cola’s page, for instance, even saw the bottle of Coke that occupies this prime piece of real estate,” writes Mashable. “Generally, profile photos with faces in them got the most attention.”

You can check out the entire study over at Mashable. And if you’re interested in how EyeTrackShop works to determine where users look on a page, watch the video below.