Adobe’s latest Q4 2013 Social Media Intelligence Report [PDF] shares a wealth of data pertaining to paid, owned and earned social media trends. And while Facebook is still the leader in referring the most traffic, marketers should pay attention to the fast growth of Twitter and Pinterest.
When it comes to referring quality traffic to retail sites, social media channels saw revenue per visit (RPV) up across the board. However, Facebook – the number one referrer – saw just 74 percent growth compared to Twitter’s 131 percent, Pinterest’s 244 percent, and Tumblr’s 340 percent year-over-year. Adobe predicts that Pinterest will overtake Facebook’s RPV in the US in 2014.
Facebook’s share of referred visits to retail sites is down 15 percent this year, compared to Twitter’s 125 percent increase and Pinterest’s 89 percent.
However, marketers paying attention to these trends shouldn’t necessarily cut their losses when it comes to Facebook. The juggernaut network is producing great results for advertisers, with click-through rates up 365 percent year-over-year and ad click volume up 125 percent.
Tamara Gaffney, principal analyst of Adobe Digital Index, believes sites like Twitter and Pinterest will only continue to grow their share of the market:
“We expect Facebook’s competitors to aggressively drive market share growth in 2014 by adding innovative paid media capabilities. Optimizing campaign spending across social channels and seeking a balance between CPCs and CPMs to drive ROI will become even more important.”
The data in Adobe’s report is based on 240 billion Facebook ad impressions, 1.5 billion Facebook posts, a half a billion referred visits, and 6.3 billion social engagements on Facebook.
(Revenue growth image via Shutterstock)