Adobe has released its Social Intelligence Report for 2013 Q4:
â€œSocial media continues to shape the digital marketplace with how brands can engage their consumer. Whether its through a sponsored link on Twitter, an inline ad with Facebook, or retail placement on Pinterest, an understanding of the current trends will go a long way to producing a successful social media marketing campaign.â€ – Adobe Social Intelligence Report, Q4 2013
Adobeâ€™s report highlights:
â€¢ Facebook ad revenue is growing, and there is room for more growth based on click-through-rates (CTR). CTR’s are up – showing users are engaging with ads more often, and costs have remained stable – meaning advertisers are not paying extra for that engagement (yet).
â€¢ Facebook social engagement is growing for the most part, what is most interesting is that posts with an image (as opposed to text or a video) have a 650% higher engagement rate.
â€¢ Marketers should pay attention to optimizing fixed (CPM) or transactional (CPC) cost models, to find out which model works best for their campaign.
â€¢ Brand post impressions dropped on Facebook, because Facebook’s model is now designed to encourage brands to spend money on boosting their brand posts.
â€¢ Promoted Tweets have the most growth as far as referral traffic goes.
â€¢ Pinterest, Facebook, Twitter and â€œevenâ€ Tumblr are referring a record amount of revenue to retail sites, showing how important social is to retail traffic.