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.
