Like it or not, social media is not going away anytime soon. Learn the importance of having a presence on Facebook, and how your business can generate more leads by creating an engaging cover image.
Facebook remains the prevailing network in the social space. In fact, 71% of online adults have a Facebook account, up from 67% in 2012. It’s also worth noting that 80% of U.S. social network users prefer to connect to brands through Facebook. Tell me again why your company isn’t utilizing this free network?
What is a Facebook Cover Image?
Facebook has made multiple changes to their layout over the years. In September 2011, they rolled out a new feature called cover images. The cover image is a feature image or masthead on your company’s Facebook page. Facebook originally had strict rules for creating cover images for your business. The images could have no more than 20% text, no call to action, and you were not allowed to post your website URL. Facebook received a lot of backlash from marketers over the regulations, and in March 2013, Facebook quietly changed their rules on the matter.
Why Cover Images Matter
The cover photo is the first thing people see when they visit your company page. Use it as an opportunity to emotionally connect with your audience. Think of it as your first impression – you only have a few seconds to get the possible lead to “like” your page.
What Makes a Good Facebook Cover Photo?
1. Engaging Content
Create an image that people can emotionally connect to. Give people a reason to like your page and share you content.
2. A Visually Compelling Image (Without Too Much Text)
Tell your story in a visual way. Describe what you do through images. It might be worth hiring a freelance designer to create the image for you. Sometimes an outsider can give you a new way to look at your business.
3. A Descriptive Image
Everyone should know exactly what your business is and what you do or have to offer by looking at your cover image. Think of your cover image as the elevator pitch for your business. I’m personally a fan of companies who incorporate their core values in the image.
Best Practices for Creating a Cover Image
- Abide by Facebook’s Guidelines
- Make sure the image is the correct size (851 pixels wide by 315 pixels tall)
- Design correctly – Remember that your profile photo will be featured in the bottom left section of the image
- Include a call-to-action (CTA)
- Include the URL to your website in the description of your cover photo
Senior Community Facebook Pages
Some communities have clearly invested much time and energy in creating emotionally engaging Facebook programs for their audience. We looked at several cover images from senior living communities to showcase the many creative ways communities are connecting with families on Facebook.
Aegis’ cover image does a great job of capturing your attention. This events looks like a fun time for the residents.
American House does a fantastic job of visually describing what they do. I knew exactly what they have to offer within the first second of looking at the image. I like how they tie in a map of their communities with their call-to-action.
Atria’s cover image pulled me in with their call-to-action. “Be part of something bigger” is great for community building. I also enjoy the simplicity of their tabs.
The first word that comes to mind when looking at this cover image is “friendship.” There’s a sense of community at Benchmark Senior Living. The two women in the middle warm my heart. This is the perfect example of capturing emotion through an image.
This cover image immediately captured my attention and made me smile. I like how they used humor, a message of boosting confidence and discovering your best self.
Brookdale gets an “A” for creativity with their abstract depiction of the many pieces to the senior care industry and complexity of aging.
Emeritus grabs your attention with their strong message. “Care. It’s more than what we do, it’s who we are.” Like I said before, I love it when companies include their core values in social media.
Five Star’s cover image makes me want to hop on a plane and go somewhere tropical (or head to Five Star!). The residents in this photo look like they are having a fun time.
I love Leisure Care’s fun and laid back cover image. The silver haired couple in the red convertible reaching into the open blue sky are subverting the traditional retirement home stereotypes.
Sunrise’s image feels authentic and warm. They project an message that community life at Sunrise is fun, energetic and creative!
Watermark won us over with the image of the dog. I mean, who doesn’t love a cute dog? We also enjoy the realness of this image. It’s easy to see that this man loves his dog and is happy.
Holiday Retirement consistently produces engaging content. They do a great job of posting the creative activities for their residents. Here are a couple of our favorites:
Residents of Maplewood Estates celebrated National Oreo Cookie Day.
Residents at Valencia Commons enjoyed a “Mad Hatter Tea Party” outdoors in the sunshine.