Highlights from Adobe Digital’s Q4 Social Intelligence Report
Every quarter, Adobe releases their Social Intelligence report, and the Q4 report from 2013 showcased some exciting findings!
The Social Intelligence Report from Adobe always results in some shock and awe for marketers. That is mostly due to the fact that there are always huge surges in the numbers of business-friendly stats quarter-over-quarter. Well, the fourth quarter of 2013 was no different, and there was some promising information made available when it comes to Facebook for businesses.
Where’s the value in advertising on Facebook?
Click-through rate on Facebook ads has once again increase 41% quarter-over-quarter (QoQ) and is up 365% year-over-year (YoY). That’s an impressive jump (a 1% increase in CTR every day!).
When it came to the holidays, brands really saw a spike, with a 29% increase in clicks during the holiday season. That said, as Facebook sees the potential that exists with ads, costs are starting to rise. In the last quarter alone, cost per thousand impressions (CPM) on Facebook increased 51%, and rose 437% in 2013. It would make sense that Facebook is driving up the cost of ads considering the fact that click volume is up 125% YoY.
Now is the time for brands to be capitalizing on the potential that exists within the Facebook advertising model. It won’t be long before advertisers on Facebook find themselves paying higher prices.
How have brands performed on Facebook this year?
Engagement with brand posts is up 180% YoY. Now, one could argue that this is due to the fact that there are still plenty of brands entering the Facebook market, and so, logically, it would make sense to see an increase in brand engagement. But impressions are also up 150% YoY, and further engagement (i.e. comments and shares) are up 40%.
Images are also charging ahead. In the last year, engagement rates with image-based on content on Facebook shared by brands is up a whopping 650%! That should give you an idea of what types of content resonate best on the network.
Is Pinterest still the juggernaut it was last year?
Yes, but for different reasons. Revenues from Pinterest-referred visits (i.e. revenues generated from a sale that occurred following a visit from Pinterest) are up 89% YoY and 11% QoQ. What’s more, in the United Kingdom, Pinterest beat out Facebook for referring revenue. That’s a major accomplishment from the network.
Is there a value in marketing my brand on Tumblr?
If you are selling a product, there certainly is. In the last year (since the Yahoo! acquisition) revenue per visit from Tumblr referrals is up 340%. It is clear that this is a network with huge potential (that Yahoo! will presumably take advantage of soon) when it comes to retail and the B2C world of social business.
What’s the biggest takeaway?
Costs for social advertising are still low and impressions, clicks and engagement with brand ads are increasing. Now is the time for brands to take advantage of the phenomenon of social advertising before they find that they missed the boat on inexpensive, highly effective ads.
Take a look at the full report by clicking here.
