Last week, Shareaholic released a new data report titled, Search Traffic vs Social Referrals: How Fast Are They Growing?, in which it reported the top 5 search engines (Google, Yahoo, Bing, Ask, AOL) saw their collective share of visits decline 6% year-over-year. On the other hand, the top 5 social media sites (Facebook, Pinterest, Twitter, StumbleUpon, Reddit) witnessed their collective share of visits more than double (111%) over the past year.
What do the results mean?
1) Search’s heyday is over; it’s a mature channel. Organic search’s share of visits to publishers actually dropped 6%. Search engines are more likely to see drastic growth in their personal market shares than they are to see substantial growth in the overall market. That’s because everyone already references search engines when they need information. Simple as that.
2) Social Media has barely outgrown diapers; things are just getting started. Referrals from the top 5 social media platforms more than doubled (growing 111% year-over-year)! People are more active on social media than ever. This year alone, we’ve witnessed Facebook’s sheer and utter dominance in the social media realm, Pinterest’s sky-high growth and Twitter’s gangbuster debut on the public stock market. Yet social media is nowhere near full maturity. Indeed, this is just the beginning.
It's obvious. Social media is NOT the "over-hyped" medium naysayers suggested. In fact, social media now is a significant driver of traffic for businesses, websites and publishers. So, go on! Get active on Facebook, Twitter, Pinterest, etc. Build your communities, engage your fans and followers, and turn them into true brand evangelists.
Let us know how you make out.
Check out Shareaholic’s full Search Traffic vs. Social Referrals Report here.