It offers advertisers a big, bright palette onto which they can pour the most creative imagery they've got. We highlighted those companies who were best at it last year.
When Facebook rolls out its new News Feed redesign, many of these photos and videos are going to appear even bigger. A brand's Timeline cover photo will become even more prominent in others' News Feeds.
Here are our top picks, from the world's biggest advertiser — Procter & Gamble — to niche labels such as J Brand. (See also our list of not-so-great Timelines here.)