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Videos lead to 25% more engagement on Facebook, Adobe finds, while Fridays are the best for post impressions


By Ishbel Macleod, PR and social media consultant

April 22, 2014 | 2 min read

Video ad and post replays on Facebook are up 785 per cent year-over-year (YoY), research from Adobe has found, not long after Facebook’s auto-play ads officially launched.

Adobe’s Social Media Intelligence Report discovered that while revenue per visit (RPV) coming from Facebook grew by two per cent quarter-over-quarter (QoQ), RPV from Twitter and Tumblr declined by 23 per cent and 36 per cent.

“Social media continued to grow even after a strong holiday quarter and the seasonal slowdown expected in Q1,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “Marketers are learning how to best reach their audiences across different social media channels and companies like Facebook are making changes to their algorithms and adding functionalities like auto-play of videos, which impact brands and users and how they engage with content.”

The research found that Facebook’s ad clicks increased 70 per cent (YoY) and 48 per cent (QoQ), with ad impressions up 40 per cent and 41 per cent, respectively.

It was discovered that text-only Facebook brand posts are losing share and engagement, while posts with links rose 167 per cent QoQ and 77 per cent YoY.

As well as the number of video plays being up, the Adobe report also found a 25 per cent higher engagement rates - including likes, comments and shares – on posts featuring a video.

Perhaps unsurprisingly, Adobe’s report discovered that Fridays drive the highest number of posts and engagement rates on social. It was revealed that almost a quarter of Facebook video plays and 16 per cent of post impressions take place on Fridays.

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