Twitter’s revenue per visit has increased by 300 per cent year-on-year (YoY), according to Adobes first annual Social Media Intelligence report.
The report examined paid, earned and owned social media trends and also revealed Pinterest had experienced a 150 per cent growth, while Facebook grew by 39 per cent.
Facebook’s cost-per-click (CPC) decreased by 40 per cent while its click-through-rate (CTR) and advertising ROI increased by 275 per cent and 58 per cent, respectively.
The research revealed that Facebook is becoming increasingly attractive to brand marketers with ad click volume up by 29 per cent YoY. In addition, ad impressions grew by 85 per cent YoY and cost per thousand impressions of an ad (CPM) increased by 120 per cent.
Social engagement on Facebook grew by 115 per cent while the number of brand postings increased by nine per cent YoY. Brand posts containing an image produced an engagement rate 600 per cent higher than text-based posts. In addition, Tumblr earned the most positive sentiment of all social platforms.
Tamara Gaffney, principal analyst, digital index at Adobe said: “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.
“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.”