In the scope of a couple of days, several people — including Mashable staffers — have seen their Facebook cover photos disappear without explanation. The issue appears to be a move by Facebook to aggressively crack down on images that are considered promotional.
I first encountered the issue yesterday when Facebook ostensibly removed a promotional still from the TV series Doctor Who that I used as a cover photo. When I attempted to upload another image, I saw this message:
Pick a unique photo from your life to feature at the top of your timeline. Note: This space is not meant for banner ads or other promotions. Please don't use content that is commercial, promotional, copyright-infringing or already in use on other people's covers.
Since we published the original article about the incident, several readers have come forward, reporting the same thing happened to them in the comments. In addition, three other Mashable staffers reported Facebook removing their cover photos in the last 24 hours.
When asked if there was some kind of crackdown going on, a Facebook spokesperson told Mashable via email that Facebook's policies regarding photos and cover photos haven't changed. Facebook's terms of service specifies that a cover photo should be a "unique image that represents your Page."
The exact reason why Facebook removed each cover is a mystery, since the user is not informed, except by the glaring empty space where the photo used to be. It could be due to a copyright violation or that the photo was deemed to "promotional." Although Facebook removes the photo from the cover position, it doesn't actually delete the photo itself.
"Facebook is in business to make money," says Lou Kerner, a former social media analyst and founder of the Social Internet Fund. "The great thing about that is most ways they're going to make money is by letting people do what they want — as long as it doesn't break the law. For the most part, if they act in the user's best interest, they act in their own best interests."
While I speculated Facebook was removing cover photos to prevent the site from becoming too tacky, one of Mashable's commenters suggested Facebook was looking to preserve its business model. After all, if brands recruit "ambassadors" by encouraging — or paying — them upload promotional cover photos, that would detract from Facebook's own tools that are meant to help brands engage with their fans on the service.
Disney, for example, offers fans of its franchises images to download that are specifically formatted for Facebook Timeline. If this is indeed a crackdown, that practice could cease.
"That seems more heavy-handed than Facebook generally acts," says Kerner. "That sounds very egregious to me in terms of how they want brands and people to interact. I don't see how Facebook benefits by not allowing a brand's fans to engage with the brand like that."
How widespread is the practice? It's hard to say from the evidence so far, but based on Twitter reactions over the last day, it's definitely been happening regularly. Although some users say the removed photos were their own, the pattern that seems to be emerging is that the photos are either promotional or violate copyright:
Apparently, facebook deleted my cover pic. Guess having the movie poster for The Good, The Bad, and the Ugly tripped their spidey senses.
— McScum (@McScumms) November 30, 2012
just wanted to have a nice holiday cover photo on Facebook, they remove it because it was #copyright #isweareverythingiscopyrightthesedays
— Kristina Kirkaldy (@KristinaLeanneK) November 29, 2012
@jackmerry94 Hi :) Random question: do you have any photos of axl rose i could borrow facebook cover? mine from the internet got removed :L
— Tom ? GnR V(@weasel_man45) November 30, 2012
Why did Facebook decide to just delete my cover photos?
— Audrey Horne (@csweda) November 30, 2012
Why does facebook keep removing my cover photo -_-
— Cleopatra (@zhanelawsina) November 30, 2012
"@simaafc: Facebook keeps removing my pic of Arshavin sleeping on the pitch for my cover page. WHY?" Haha love this!
— Stephen Bobbin (@SteveBob14) November 30, 2012
Um why did Facebook delete my cover photo and delete the pic of me with @hwoodending out of my album?? #NotCool ????????
— Anna Means (@rosebud96) November 30, 2012
Facebook deleted my cover photo without telling me. I guess they don't like The Hobbit.
— Kaitlin Tucker (@lessthankaitlin) November 30, 2012
Why do you think Facebook is removing users' cover photos and should it be doing so? Share your reactions in the comments.
20 Facebook Page Cover Photos to Inspire Your Brand
Not only has Red Bull taken advantage of Timeline, it has also created a scavenger hunt with prizes to get fans interacting with the company's history.
The New York Times' Timeline, which features its rather large staff as a cover photo, has highlighted moments from more than 160 years in history.
AT&T's cover photo brings together an "ever-changing mosaic" of its fans' photos.
The professional soccer team has also taken advantage of Timeline's biographical features, already filling its page with content from 1908.
The company's fresh-faced models are featured as the cover photo for Dove's brand Page.
"Real women have been our inspiration from the very beginning. Today your photos, stories and memorable moments make up our new timeline," writes the company.
Madonna has switched over to Timeline, and is using her brightly colored album cover as her Facebook cover photo.
Coca-Cola's Timeline dates all the way back to its founding date, May 8, 1886.
"The Coca-Cola Facebook Page is a collection of your stories showing how people from around the world have helped make Coke into what it is today," writes the company.
The motorcycle company's history, dating back to 1903, is all filled out on its Timeline.
Nike is also an early adopter to Timeline. Its Page info dates back to 1972, when it was founded.
Kate Spade mixed designs with its cover photo and profile picture, and has filled out to its founding date in 1993.
The car company's Timeline dates back to when it was founded, Oct. 31, 1957.
"We encourage you to browse through our extensive Timeline to discover (or re-discover) some of the rich history of our products, people as well as messages from our loyal fans like you," the company writes.
Coldplay has filled its Timeline all the way back to the band's first show in 1998. They've also included interesting facts about their early days as a band.
Naturally, Facebook has filled out its own Timeline as well.
Walmart has its Timeline filled out back to the day it opened its doors for the first time in 1962. There are images of old stores and information about the evolution of the company.
Macy's also filled out its history on Timeline, including pictures of the first "fancy dry goods store" in 1822.
Ford's Timeline dates back to 1903, when the first Model A sold for $850.
People has placed some of Hollywood's most familiar faces across its profile as a cover photo.
The cast of the Today Show was among a select few photos chosen to roll out the social networking site's new design.
The Timeline explores 60 years worth of history.
ESPN's SportsCenter used its colorful studio as a backdrop for the program's Timeline.
Lexus has included milestones throughout its Timeline, dating all the way back to its start in 1983. The cover photo is a hybrid concept.
Not only has Red Bull taken advantage of Timeline, it has also created a scavenger hunt with prizes to get fans interacting with the company's history.
The New York Times' Timeline, which features its rather large staff as a cover photo, has highlighted moments from more than 160 years in history.
AT&T's cover photo brings together an "ever-changing mosaic" of its fans' photos.
The professional soccer team has also taken advantage of Timeline's biographical features, already filling its page with content from 1908.
The company's fresh-faced models are featured as the cover photo for Dove's brand Page.
"Real women have been our inspiration from the very beginning. Today your photos, stories and memorable moments make up our new timeline," writes the company.
Madonna has switched over to Timeline, and is using her brightly colored album cover as her Facebook cover photo.
Coca-Cola's Timeline dates all the way back to its founding date, May 8, 1886.
"The Coca-Cola Facebook Page is a collection of your stories showing how people from around the world have helped make Coke into what it is today," writes the company.
The motorcycle company's history, dating back to 1903, is all filled out on its Timeline.
Nike is also an early adopter to Timeline. Its Page info dates back to 1972, when it was founded.
Kate Spade mixed designs with its cover photo and profile picture, and has filled out to its founding date in 1993.
The car company's Timeline dates back to when it was founded, Oct. 31, 1957.
"We encourage you to browse through our extensive Timeline to discover (or re-discover) some of the rich history of our products, people as well as messages from our loyal fans like you," the company writes.
Coldplay has filled its Timeline all the way back to the band's first show in 1998. They've also included interesting facts about their early days as a band.
Naturally, Facebook has filled out its own Timeline as well.
Walmart has its Timeline filled out back to the day it opened its doors for the first time in 1962. There are images of old stores and information about the evolution of the company.
Macy's also filled out its history on Timeline, including pictures of the first "fancy dry goods store" in 1822.
Ford's Timeline dates back to 1903, when the first Model A sold for $850.
People has placed some of Hollywood's most familiar faces across its profile as a cover photo.
The cast of the Today Show was among a select few photos chosen to roll out the social networking site's new design.
The Timeline explores 60 years worth of history.
ESPN's SportsCenter used its colorful studio as a backdrop for the program's Timeline.
Lexus has included milestones throughout its Timeline, dating all the way back to its start in 1983. The cover photo is a hybrid concept.
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