Social Media Engagement For Brands Up 115%, ‘Likes’ Account For 87%


Social Media Engagement

Social media is proving to be even more valuable for brands this year, and according to Adobe’s Social Intelligence Report, engagement is up 115 percent compared to a year prior.

Out of all the engagement, “likes” account for the majority at 87 percent.

Adobe analyzed data from media/entertainment, travel and retail sites, resulting in these findings:

  • The average brand post has 945 likes, 88 shares and 15 comments.
  • Posts with images up 8 percent.
  • Posts with links or video down 40 percent.
  • Geo-targeted posts up 67 percent year-over-year.
  • Facebook CPC down 40 percent year-over-year.
  • Facebook CTR up 275 percent year-over-year.
  • Facebook ROI up 58 percent year-over-year.
  • Facebook CPM up 120 percent year-over-year.
  • Facebook click volume up 29 percent year-over-year.
  • Facebook impressions volume up 85 percent year-over-year.
  • Retail brands’ CPC spikes 42 percent during holidays.
  • Social first-click revenue per visitor (RPV) 116 percent higher than last click.
  • Revenue gap between search and social is 400 percent with last click, 325 percent with first click.
  • Facebook RPV up 39 percent year-over-year.
  • Pinterest RPV up 150 percent year-over-year.
  • Twitter RPV up 300 percent year-over-year.

While Facebook refers the most visitors of any social network, its referral traffic is down 20 percent compared to 2012.

Social media traffic from Twitter is up 258 percent year-over-year, and traffic from Pinterest is up 84 percent.


Mike Stenger

Lover of technology, Mike often makes jokes that nobody laughs at.

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