Jun Group said its latest research showed that the share of clicks driving users to brand-owned and brand-operated sites more than doubled from 2012 to 2013, to 57 percent from 28 percent, while clicks driving users to Facebook slipped to 10 percent from 31 percent during the same time period, and those numbers for YouTube were 24 percent and 38 percent, respectively.
Jun Group CEO Mitchell Reichgut said in an email to AllFacebook about the findings:
This shift toward owned content from social channels represents the convergence of a few big trends. First, as advertisers spend more on developing branded content and digital experiences, they want to drive audiences directly to those destinations. At the same time, social platforms have made it more complicated for brands to communicate with fans.
These behaviors indicate that the social channels are shifting from “owned” audiences to more traditional “paid” channels as they have matured. In 2012, people were focused on likes and follows. Now, leading brands have built their followings and are using social platforms to run pre-roll and display that direct their audiences to owned and operated content.