Adobe has released its first annual Social Media Intelligence report, which examines paid, earned and owned social media trends across the top platforms.
The study has a wealth of data, but particularly of note for brand marketers is how the main channels divvy up the share of referral traffic to retail websites. As you would imagine, Facebook still dominates overall in percentage of visitors, but its position is on the decline. And it’s Pinterest and Twitter that are gobbling up the spoils.
Okay, so there’s still a lot of food on the table. But while Facebook’s share of social referrals has fallen 20 percent year-on-year, Twitter has climbed a massive 258 percent, and Pinterest, which is second behind Facebook overall, has jumped 84 percent.
“Social media is rapidly maturing as a marketing channel, bolstered by the steps Facebook and Twitter have taken to make their audiences more accessible to marketers,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “Recognizing the opportunity, marketers are optimizing their campaigns for social channels, and as a result consumers are now using social media much more in their purchasing process. We expect this trend to accelerate during the holiday season.”
(Source: Adobe Digital Marketing.)