Facebook Ad Clicks Increase 48%, Video Engagement Up 58% [Report]

Facebook is consistently at the top of leaderboards, recently dominating in social media referral traffic, and a new report from Adobe charts that growth.

Today, Adobe published its Q1 2014 Social Intelligence Report, and here were several major findings:

• Facebook ad CTR up 20 percent over past quarter, 160 percent year-over-year
• Facebook ad CPC down 11 percent over past quarter, 2 percent year-over-year
• Facebook ad impressions up 41 percent over past quarter, 40 percent year-over-year
• LinkedIn is second highest referrer of social media traffic to B2B technology sites
• Twitter RPV decreased 23 percent over past quarter, up 5 percent year-over-year
• Tumblr RPV down 36 percent over past quarter, up 55 percent year-over-year

Combined, Adobe analyzed 226 billion Facebook post impressions, 260 billion ad impressions, seven billion brand post interactions and 17 billion social media referral visitors.

While images still garner the most interaction at 4.4 percent, video engagement on Facebook has increased 58 percent over the past quarter, and is up 25 percent year-over-year.

This is likely due to the social network rolling out auto-playing videos on the desktop News Feed, including iOS and Android.

Interaction on text-based posts has declined significantly, nearly one percent to 0.69 percent over the past quarter, and interaction on link share posts is double that at 1.4 percent.

Friday is the biggest day for overall engagement and impressions, accounting for 15.7 percent of impressions, with Sunday being the slowest day.

From Adobe Digital Index principal analyst Tamara Gaffney:

“Social media continued to grow even after a strong holiday quarter and the seasonal slowdown expected in Q1. Marketers are learning how to best reach their audiences across different social media channels and companies like Facebook are making changes to their algorithms and adding functionalities like auto-play of videos, which impact brands and users and how they engage with content.”

To learn more about how Facebook and other social networks fared in the first quarter of 2014, you can check out Adobe’s Social Intelligence Report here.