Adobe, a Facebook Strategic Preferred Marketing Developer, studied the Facebook performance of its clients in Q3, finding that the News Feed is increasingly becoming pay-to-play.
Adobe found that organic impressions are down 50 percent from last year, but paid impressions only rose 5 percent year-over-year.
Joe Martin, a Senior Analyst at Adobe Digital index, noted that these figures would likely change in Q4, as brands up their budget for the holiday shopping season:
We expect brands to invest more in social during the holiday season as well. As social becomes a bigger part of the holiday commerce experience, brands and retailers are going to want to make sure their messaging is being seen.
Adobe predicts that paid impressions for retail will grow 10 percent to 20 percent during Q4.
While Google is still the predominant referral site, Facebook is becoming a solid portal for media sites. Adobe found that Facebook refers triple the amount of visits to media sites than Yahoo Bing. However, retail referral visits were down 3 percent YoY.
Adobe also noted that revenue per visit (RPV) from Facebook is growing faster than the industry leaders, Yahoo Bing and Google.
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