Adobe Digital Index’sÂ Social Intelligence Report 2015 is out and it comes with some interesting tidbits of how social media has evolved over the past year (hint: Facebook continues to dominate). Here are some interesting ones:
- Interaction rates decreased YoY in major industries.
- Image and video post interaction rates are down YoY.
- Facebook ad CPC rates are flat while CTR is up 2x YoY.
- Facebook impressions, or ads served, has dropped by half since last year (-47%).
- U.S. consumers judge Facebook better than YouTube for serving ads of genuine interest.
- Periscope has doubled its average daily mention count since adding Android availability in late May.
- In terms of growth by industry, travel saw the largest increase YoY + 67%.
- Social smartphone traffic is up 118% YoY.
- Twitter overtook Pinterest in revenue per visit for 2nd place, after Facebook.
It’s interesting to see that click through rates doubled on Facebook while impressions fell. Facebook implemented a few changes to its News Feed over the year and many complained that impression fell after. It turns out that fewer ads lead to higher click-throughs so after all Facebook isn’t wrong about theÂ change. With its latest change to click recognition, we expect to see a significant drop in click throughs for the year to come but marketers should be getting more values per click.
Another interesting point is that U.S. consumersÂ preferred Facebook Ads to those served by YouTube (17%) as providing â€œgenuine interestâ€. While video creators are still favoring YouTube over Facebook, Facebook is working extremely hard to unseat YouTube as the king of video consumption.Â Earlier this year, Facebook announced that its video uploads would be embeddable on other websites, and just this week itÂ unveiled a new publisher toolÂ that makes publishing and customizing videos easier. We will not be surprised to see Facebook’s continued growth in video next time.
Lastly, streaming video apps gained its own section this year thanks to the Meerkat vs Periscope war. For now it seems like Periscope is leading withÂ over 6 million total traffic since launch, nearly 3 times more than Meerkat. But that doesn’t mean the war is over – in factÂ Meerkat just launched live streaming from GoPro this week and it’s definitely interesting to see where they will be heading next (and if Facebook enters this market).
The full report is availableÂ here. Do you like Facebook’s domination in every category? Where do you think streaming video apps will go next? Let us know what you think in the comments below.