Recently, Adobe published its Social Intelligence Report for Q1, 2014 and as expected, paid, organic, and owned social all reported growths both year-over-year and quarter-over-quarter.
Facebook ad CTR was up 160% year-over-year with impressions having also gone up by 40% during the same period. LinkedIn was also reported to be the second highest referrer of social traffic, after Facebook, for B2B hight tech sites.
More Engagement with Age
It also looks like marketers are getting comfortable with social media platforms and there has been increased social buzz, more loyal fans, and eventual revenue over the quarter. The opportunity lies in brands incorporating more mobile specific ad serving and targeting as more people continue to access public social sites from their mobile devices.
Facebook clicks have gone up 70% year-over-year. Marketers should continue to implement more targeted ads in order to capitalize on an engaged audience in this area.
Types of Engagement
Clicks were not the only types of engagement that showed growth. Comments are up 16% year-over-year and up 40% quarter-over-quarter. Video posts engagement was up 25% year-over-year and posts with links had 77% more engagement year-over-year and up to 167% quarter-over-quarter.
Both links and video showed strong growth rates and marketers can tap into this by considering pushing more video and more posts with links.
The most impressive growth statistic from the report was video play which was up 785% year-over-year. More people are watching Facebook videos and spending longer periods on these videos. Most of this video play and engagement occurs on Friday with nearly a 1/4 of all video plays occurring on this day.
Marketers are getting better at engagement on social platforms and the audiences are eager interact with brands that are leveraging visual content. This is where we can expect real growth in the next couple of months.