Twitter has seen a 300 per cent increase in revenue per visit compared to last year, Adobe’s first annual Social Media Intelligence report has found, while social engagement on Facebook grew by 115 per cent.
The research also discovered that Facebook’s cost per click (CPC) decreased by 40 per cent while click through rate (CTR) and advertising ROI increased by 275 per cent and 58 per cent, respectively.
Adobe also suggested that, in terms of paid social trends, Facebook is becoming increasingly attractive to brand marketers, with ad click volume up by 29 per cent year on year.
While Facebook is still found to be the leader for social referrals to retail sites, its share in referral traffic is down 20 per cent from 77 per cent in 2012 while the share for Twitter and Pinterest increased by 258 per cent and 84 per cent, respectively.
“Social media is rapidly maturing as a marketing channel, bolstered by the steps Facebook and Twitter have taken to make their audiences more accessible to marketers,” said Tamara Gaffney, principal analyst for the Digital Index report for Adobe.
“Recognising the opportunity, marketers are optimising their campaigns for social channels, and as a result consumers are now using social media much more in their purchasing process. We expect this trend to accelerate during the holiday season.”
In terms of social engagement, it was discovered that posts with images are up eight per cent, while posts with videos are down 40 per cent year on year, with these two categories sill providing the most engagement.