Adobe attributed the huge gain to the various changes to Facebook’s platform that have been implemented over the past six months. The company wrote in its Q2 2012 Global Digital Advertising Update:
Brands continued to invest in Facebook to drive fan growth, which increased 21 percent over the prior quarter and 84 percent year over year. This indicates that brands continue to explore how to use Facebook as an effective advertising channel. Facebook also showed significant increases in engagement with growth of 60 percent over prior quarter and 338 percent year over year.
We surmise that increased engagement rates result from platform changes made in the last two quarters (e.g. timeline), use of new acquisition and engagement metrics, and more effective social marketing by brands. Increases in engagement levels in future quarters would indicate that Facebook is becoming a more valuable advertising marketing channel than in the past.
Adobe said its analysis encompassed more than 250 billion impressions and activity of 46 million fans for 225 companies in the automotive, consumer packaged goods, financial services, media and entertainment, and retail industries.
Readers: Do you think that 338 percent figure sounds a little high?