Facebook business ads have increased in the first quarter of 2014, while Twitter and Tumblr advertising has declined, according to Adobe’s new Social Media Intelligence Report analysing paid, earned and owned social media trends for Q1.
Facebook’s ad business has 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 revenue per visit (RPV) from Facebook grew by two per cent QoQ, and RPV from Twitter and Tumblr declined by 23 per cent and 36 per cent.
Meanwhile, brand posts with embedded video gained traction in Q1, with 58 per cent more engagement QoQ and 25 per cent growth year-over-year (YoY). Facebook video plays increased 785 per cent YoY and 134 percent QoQ following auto-plays for videos being implemented in Q4 2013. However, text-only Facebook brand posts are losing share and engagement, but posts with links rose 167 per cent QoQ and 77 per cent YoY.
Tamara Gaffney, principal analyst Adobe Digital Index, commented on the findings: “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.”
