Twitter and Pinterest posted the highest year-on-year growth in revenue per visitor (RPV), with Twitter up 300%. This is what reveals the first annual report of Social Media Intelligence, released by Adobe, with trend analysis of paid, earned and owned social media.
Report highlights show that Facebook's cost-per-click (CPC) dropped by 40% while the click-through rate (CTR) and ROI of ads increased by 275% and 58% respectively. Facebook still dominates social traffic from referrals to retail sites, but Twitter's share grew by 258% compared to the previous year.
The latest social trend analysis is based on anonymous, aggregated data that was collected from retail, media, entertainment and travel websites over the past 12 months. There were 131 billion ads served by Facebook, 400 million unique visits to social networking sites, more than 1 billion posts and 4.3 billion social interactions on Facebook, which included comments, shares and likes. Data on paid social interactions is based on customers using Adobe Marketing Cloud.
“Social media as a marketing channel is rapidly maturing with further steps taken by Facebook and Twitter to facilitate access to their audiences,” said Tamara Gaffney, principal analyst at Adobe Digital Index. “With the recognition of this opportunity, advertisers are perfecting their campaigns for social channels. As a result, consumers are using social media more in their purchasing process. This trend should accelerate during the holiday season.”
Report highlights show that Facebook's cost-per-click (CPC) dropped by 40% while the click-through rate (CTR) and ROI of ads increased by 275% and 58% respectively. Facebook still dominates social traffic from referrals to retail sites, but Twitter's share grew by 258% compared to the previous year.
The latest social trend analysis is based on anonymous, aggregated data that was collected from retail, media, entertainment and travel websites over the past 12 months. There were 131 billion ads served by Facebook, 400 million unique visits to social networking sites, more than 1 billion posts and 4.3 billion social interactions on Facebook, which included comments, shares and likes. Data on paid social interactions is based on customers using Adobe Marketing Cloud.
“Social media as a marketing channel is rapidly maturing with further steps taken by Facebook and Twitter to facilitate access to their audiences,” said Tamara Gaffney, principal analyst at Adobe Digital Index. “With the recognition of this opportunity, advertisers are perfecting their campaigns for social channels. As a result, consumers are using social media more in their purchasing process. This trend should accelerate during the holiday season.”
Report highlights
- Paid social media trends: Facebook is increasingly attractive for brand marketing, with the volume of ads attracting clicks growing by 29% per year. In addition, the number of print ads increased by 85% and the cost per thousand impressions of an ad (CPM) increased by 120% compared to last year.
- Own social media trends: revenue per visit (RPV) has increased over the past 12 months and illustrated the value of marketing via social media. RPV grew 39% for Facebook, 300% for Twitter and 150% for Pinterest. Facebook still leads social referrals for retail sites, but the social network's share of referrals dropped by 20% to 77% in 2012, while Twitter and Pinterest's shares increased by 258% and 84%, respectively.
- Achieved social media trends: Social interaction on Facebook increased by 115%, and the number of posts made by brands grew by 9% per year. Branded posts that included an image produced a higher level of interaction 600% compared to posts based only on text. Furthermore, Tumblr was considered the most positive of all social platforms.
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