What Do Marketers Want: Facebook or Twitter?
Adobe (Nasdaq:ADBE) released Monday its first annual Social Media Intelligence report examining paid, earned and owned social media trends.
Key findings of the Adobe Digital Index report show Twitter and Pinterest with the biggest, year-over-year (YoY) jump in revenue per visitor (RPV) with Twitter experiencing 300 percent growth.
Facebook’s Cost-per-Click (CPC) decreased by 40 percent while Click-Through-Rate (CTR) and advertising ROI increased by 275 percent and 58 percent, respectively.
The data also shows that Facebook still dominates the share of social referral traffic to retail sites, but Twitter’s share grew the strongest with 258 percent YoY.
“Recognizing the opportunity, marketers are optimizing their campaigns for social channels, and as a result consumers are now using social media much more in their purchasing process. We expect this trend to accelerate during the holiday season.”
- Paid Social Trends: Facebook is becoming increasingly attractive to brand marketers with ad click volume up by 29 percent YoY. In addition, ad impressions grew by 85 percent YoY and cost per thousand impressions of an ad (CPM) increased by 120 percent.
- Owned Social Trends: Revenue per Visit (RPV) rose YoY illustrating an increase in value for social media marketing. RPV grew 39 percent for Facebook, 300 percent for Twitter and 150 percent for Pinterest. Facebook is still the leader for social referrals to retail sites, but Facebook’s share in referral traffic is down 20 percent from 77 percent in 2012 while the share for Twitter and Pinterest increased by 258 percent and 84 percent, respectively.
- Earned Social Trends: Social engagement on Facebook grew by 115 percent while the number of brand postings increased by 9 percent YoY. Brand posts containing an image produced an engagement rate 600 percent higher than text-based posts. In addition, Tumblr earned the most positive sentiment of all social platforms.
Adobe Digital Index publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries.
Denim Studio Goes Digital at Selfridges
No Comments | Jun 10, 2013
Do Security Managers Trust Security of their Apps?
No Comments | Sep 1, 2013
The Walking Dead: Season Two Revealed
No Comments | Oct 30, 2013
How Trump Uses Twitter to Influence the Courts
No Comments | Feb 10, 2017