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.

Kokou Adzo

Kokou Adzo is a seasoned professional with a strong background in growth strategies and editorial responsibilities. Kokou has been instrumental in driving companies' expansion and fortifying their market presence. His academic credentials underscore his expertise; having studied Communication at the Università degli Studi di Siena (Italy), he later honed his skills in growth hacking at the Growth Tribe Academy (Amsterdam).


Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.