Facebook accounted for 23.39 percent of social referrals to websites in the second quarter of 2014, with that percentage total representing a 10.09 percent gain since March and a whopping 150.49 percent leap since the end of the second quarter of 2013, according to the latest report from Shareaholic.
Shareaholic reported that Facebook was the only one of the eight social networks it analyzed to drive a greater share of traffic at the end of the second quarter than it did at the end of the previous quarter, and year-over-year, only Facebook, Pinterest and StumbleUpon saw gains, yet the eight social networks as a whole saw their share of traffic driven to sites double over the 12-month period, to 31.07 percent from 15.55 percent.
Easily the largest social network, Facebook commands the most clout among marketers and publishers hungry for referrals. Well-positioned for world domination, Facebook now drives nearly one-quarter (23.39 percent) of overall traffic to sites and has no plans of stopping anytime soon. Over the last year, its “share of traffic” has skyrocketed, up 150.49 percent (14.05 percentage points) from 9.34 percent in June 2013.
A social network is only as good as the connections is fosters and supports. Fortunately, for Facebook, users depend on the ubiquitous social network to communicate individually and wholesale with friends. In fact, 64 percent of Facebook users visit the site on a daily basis, according to Pew Research.
Users are always plugged into their News Feeds and, without realizing, tend to be highly invested in frequent check-ins and lightweight touch points with their connections. Simply put, Facebook is winning the referrals war because users can’t seem to get enough of content shared by close friends and relatable acquaintances.
Facebook’s rich and somewhat unpredictable feed promises anything but monotony. Multi-form media (short posts, long rants, link previews, unformatted links without previews, etc.) offers inconsistency, which makes it impossible to scroll far without at least a handful of posts catching your eye.
Also, I’ve said it before and I’ll say it again. Even deleting your page and hating on Facebook for limiting brands’ organic reach can get you 27,000 likes and shares on the platform you so vehemently denounce. Am I right, Eat24?
Readers: Did any of Shareaholic’s findings surprise you?