Adobe has released its Social Media Intelligence Report analyzing paid, earned and owned social media trends for Q1. The key findings of the Adobe Digital Index report show that Facebook’s ad business continued to grow with click through rate (CTR) and ad impressions increasing by double-digits quarter-over-quarter (QoQ), 20-per cent and 41-per cent, respectively. While the revenue per visit (RPV) coming from Facebook grew by two per cent QoQ, RPV from Twitter and Tumblr declined by 23 per cent and 36 per cent, respectively, following a strong holiday quarter.
"Social media continued to grow even after a strong holiday quarter and the seasonal slowdown expected in Q1. 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," said Tamara Gaffney, Principal Analyst, Adobe Digital Index.
Leveraging its unparalleled data set, Adobe's Social Media Intelligence Report is the industry’s most comprehensive analysis and is based on 260 billion Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites, and seven billion brand post interactions, including comments, likes and shares. Paid social data is derived from aggregated Adobe Marketing Cloud data.
