Pinterest overtook Facebook in terms of revenue per visit (RPV) in the UK in 2013, and is expected to do the same in the US this year, with Tumblr reporting a 340 per cent increase in RPV year on year.
The figures, part of Adobe’s Q4 2013 Social Media Intelligence Report analysing paid, earned and owned social media trends, discovered that Facebook, Twitter, Pinterest and Tumblr drove an ‘unprecedented’ amount of qualified traffic to retail sites in Q4.
“We expect Facebook’s competitors to aggressively drive market share growth in 2014 by adding innovative paid media capabilities,” said Tamara Gaffney, principal analyst, Adobe Digital Index, Adobe. “Optimising campaign spending across social channels and seeking a balance between CPCs and CPMs to drive ROI will become even more important.”
The research found that Facebook’s ad click through rate (CTR) is up 365 per cent year-over-year (YoY) and Facebook cost per thousand impressions (CPMs) increased 437 per cent over the same period.
Social engagement with brand posts on Facebook rose 180 per cent and brand post impressions are up 150 per cent YoY, while posts with images produced a 650 per cent higher engagement rate than regular text posts (up 10 per cent), while posts with links, text or video yielded less engagement YoY.