Tips on how to Create the Greatest Fb Cowl Images for Your Enterprise
It seems like there's a new article every week about how people stop using Facebook. You may hear that it is only for "old people", that it doesn't matter that brands give it up.
This is simply not supported by the user data. In reality, Facebook has barely seen any slowdown in audience growth at any point in the past 12 years. It was super consistent:
With approximately 2.5 billion active users per month, Facebook is significantly larger than Twitter, Snapchat, Reddit, and Instagram combined.
What does that tell us?
Put simply, if you're a brand, you can't afford to ignore Facebook. It might not be your audience's favorite social platform, but they almost certainly will be there, which means you have to be too. You should use it to promote your products, to promote your brand, and to represent your business in general.
The starting point for all of these things is your Facebook business page. Your current and potential customers or subscribers will visit to review you, see what you are talking about, and immerse themselves in your content.
What's the first thing you'll see? Your Facebook cover photo. Read on to learn how to create a Facebook cover photo that will showcase your brand in the best possible light.
Steps to Create an Effective Facebook Cover Photo
Ever heard of Hitchcock's rule? Named after the legendary film director, the size of an object on screen should be proportional to its impact on the story at that particular point in time.
Now that your Facebook cover photo is almost half the page on the desktop …
… It is reasonable to say that Facebook thinks this is pretty important! You have a ton of digital real estate to play with so you definitely want it to count.
Designing a Facebook cover photo for your business page is much more than just choosing an eye-catching image, cropping it to the right dimensions, and posting it. Here are five key considerations for creating a cover photo that will attract your audience.
1. Keep your Facebook cover photo simple
Facebook earlier said that only 20 percent of your cover photo could be text, but that rule was dropped in 2013.
With all of the space to play and no limit to the amount of text you can include, it's tempting to enter as much information as possible. Do not do that.
When it comes to creating an impactful Facebook cover photo, simplicity is your friend. Focus on getting a single message across as clearly as possible so that your audience is in no doubt what you want to say.
Apple does this better than most. While the tech giant is not known to be truly "social," its branding is still spot on on Facebook.
Apple's Facebook cover photo is an exercise in simplicity: no words, just a neat and instantly recognizable product image showing its iconic MacBook. The use of color is very effective and naturally draws your eyes to the center of the picture.
2. Complement your brand with a Facebook cover photo
Can you summarize your entire brand in a single picture? It's not as easy as it sounds! However, that is exactly what you need to do with your Facebook cover photo. If it doesn't complement your brand, you run the risk of confusing your audience.
Adidas is a huge brand that sells everything from skateboard sneakers to golf clothing. It's quite difficult to sum up such a big brand in one picture. That's why Adidas decided to combine three separate images for its Facebook cover photo.
This works very well and allows the brand to talk to three different markets at the same time. Adidas combines sportswear for men and women as well as streetwear in a cover picture.
3. Keep an eye on your audience
As human beings, we find it easier to connect with people than with abstract concepts or inanimate objects. This is why so many of the best Facebook covers have pictures of people in them.
Of course, if you want to represent and speak to your audience through your cover photo, you first need to understand who it is. Fortunately, Facebook gives you a few ways to find out:
With Facebook's Audience Insights tool, you can dive deep into the demographics, page likes, location, and Facebook activity of people who follow your page, are based in your region, or are interested in brands like yours. For example, here is a variety of demographic information for people who enjoy Major League Baseball:
When you visit your Facebook Business Page, you can use the Actions on Page section to find out who is doing it the most. It shows you who clicked your contact information, call-to-action (CTA) button, or website, and segments the information based on age, gender, device, and location.
What does all of this information tell us? For example, suppose you find that 80 percent of the people who follow your page are men, 75 percent live in Mexico and speak Spanish as their first language, and 90 percent are between 18 and 25 years old. Your Facebook cover photo should probably contain a Young Mexican and maybe some Spanish text.
Below are some examples of how Google is targeting different audiences with its cover photos. First off, the brand's UK Facebook page features a series of cartoony images with recognizable British landscapes and structures like the Angel of the North, Stonehenge and a red London bus.
The Google Students' cover photo features images of young people from diverse backgrounds who often work in teams and all use technology. In other words, these are the very people you would expect to be interested in a google student page.
4. Link the Facebook cover picture with your profile picture
Just as your Facebook cover photo should complement your brand, it should also go hand in hand with your profile picture.
This is really important as they sit next to each other at the top of your Facebook business page. If they don't naturally fit together, the results can be pretty staggering.
Nike is America's best-known clothing and footwear brand with 99% audience recognition. So it's no real surprise that the company does their Facebook branding perfectly.
With just three words, two colors and the classic “Swoosh” logo, Nike somehow manages to summarize its entire brand on the cover picture and the profile picture.
5. Promote your products and events Through a Facebook cover photo
If your cover photo takes up so much space, why wouldn't you use it to talk about the things you want to promote? Whether it's a new product, special offer, big piece of content, or an event, your cover photo is a fantastic place to showcase it.
For example, PlayStation uses the cover picture to showcase a high profile new version for the PS5 console. Notice how the brand combines this with a CTA asking people to play the game, effectively turning the top half of their business page into an interactive advertisement.
Gucci's Facebook cover photo and profile picture go in a different direction and are used to promote an online event, Guccifest.
Here, too, the fashion brand has added a certain level of interactivity by including a scannable QR code in the cover picture. The entire image is extremely text-heavy, which is not expected from a brand selling a physical product. In Gucci's case, however, this makes the cover picture even more noticeable.
4 steps to design an impactful Facebook cover photo
Now that you understand the theory behind creating an eye-catching Facebook cover photo for your business, it's time to put it into practice for your brand. Follow this simple four step process to make your Facebook cover photo vision a reality.
1. Choose a Facebook cover photo CTA technique that works for you
Take another look at all of the Facebook cover photo examples I listed above. None of them could appear in all five sections.
The PlayStation example is very effective at promoting a product, but arguably doesn't go well with the brand's profile picture. Nike keeps things simple, compliments their brand and matches their profile picture, but doesn't directly display their audience or showcase a product.
Does that mean they're all bad cover photos? Far from it. Instead, this shows that your Facebook cover photo shouldn't be everything to all people. Pick one or two of these techniques and use them to educate your picture. For example:
- Would you like to bring a high-quality new product to the market? Use your cover photo to promote it.
- Do you have a really specific audience? Talk to them directly on your cover photo.
- Do you have a recognizable logo or slogan? Keep your cover photo super simple; Let your branding do the talking.
2. Choose a Facebook cover photo editing tool
You don't have to be a skilled graphic designer to create an effective Facebook cover photo. There are tons of easy-to-use free photo editing tools out there that will do all of the hard work for you.
Canva is probably the most popular. It's free to sign up and comes with a range of Facebook cover templates tailored to the correct dimensions. To find them, create your own Canva profile, select social media images, and choose the appropriate Facebook cover option:
Just a word of caution: while Canva is free to use, you have to pay for some of the design elements.
There are many other options as well. If Canva isn't working for you, try PicMonkey, Visme, Snappa, Bannersnack, or tons of others.
3. Start with a photo
Again, unless you're a skilled graphic designer (or have access to one), you're probably looking for the easiest way to create an impactful Facebook cover photo.
In this case, you definitely want to find a suitable image first. Something that embodies your brand and speaks to your audience.
Just as there are many brilliant graphic design tools online, there are also tons of fantastic free picture libraries with hundreds of thousands of graphics to use to design your cover photo.
Alternatively, you can include your existing website images if you want to use your cover photo to present a product or service.
4. Remember to use the correct size for the Facebook cover photo
Finally, you need to use the correct dimensions for your cover photo. Otherwise, Facebook will crop or stretch it and all of your hard work designing a beautiful, eye-catching image will be wasted.
What are the correct dimensions? There is no easy answer, as frustrating as that sounds. With 70 percent of Facebook users accessing the website on their phone, your cover photo needs to work on both desktop and phone. However, cover images are displayed differently depending on the device used:
- The cover picture is displayed on the desktop with a width of 820 pixels and a height of 312 pixels
- On mobile devices, it is displayed with a width of 640 pixels and a height of 360 pixels
If you want to use a single image that works for both formats, Buffer recommends cropping it to be 820 pixels wide and 462 pixels high.
According to Facebook, your cover photo should be at least 400 pixels wide and 150 pixels high. It is also recommended that you limit the image to less than 100 kilobytes for the fastest possible loading.
Remember, your Facebook cover photo isn't just a flashy picture. Choosing the right color doesn't necessarily mean using the brightest colors or the boldest copy.
It needs to blend in with your brand, speak to your audience, and communicate your message effectively. Ideally, anyone who already knows your brand should find it instantly recognizable.
When you run into problems, remember the importance of keeping things simple. Don't try to be too abstract or too smart. A basic picture that is clear about who you are and what you do is far more effective than something complex that has people scratching their heads.
How do you use your Facebook business page to generate leads or sales?