Branded comments and shares a growing part of the social engagement mix for marketers

Latest Adobe Social Intelligence Report also finds Facebook's ad business continues to rise

Comments and shares are becoming a larger percentage of the social engagement mix for brands, Adobe’s Social Intelligence report claims.

The latest instalment of the quarterly index found comments share of post engagement was up 16 per cent year-on-year, and 40 per cent quarter-on-quarter. According to the report authors, the result is indicative of the maturity of marketing strategies across social media.

Adobe also reported that Facebook’s ad business continued to rise, despite recent reports of its falling favour with consumers, with click through rates up 160 per cent year-on-year and 20 per cent quarter-on-quarter. Ad clicks rose by 70 per cent year-on-year, and 48 per cent quarter-on-quarter, and Facebook ad impressions were up 40 per cent and 41 per cent, respectively.

Brand posts with embedded video also gained traction in Q1, with 58 per cent more engagement over the quarter, and 25 per cent growth over the previous year. Over the 12-month period, Facebook video plays increased 785 per cent, with one-quarter occurring on Fridays. Text-only Facebook brand posts lost share and engagement, but posts with links rose 77 per cent year-on-year, and 167 per cent over the quarter.

Related:Making social media marketing accountable: MGM Resorts
Facebook’s declining organic reach a ‘real nightmare’ for marketers
How marketers lost faith in Facebook

Across other owned social channels, Adobe noted LinkedIn referred the second-highest amount of social traffic to B2B high tech sites (15 per cent), after Facebook, while revenue per visit from Tumblr was up 55 per cent year-on-year, but was down 36 per cent during the quarter.

“Marketers are learning how to best reach their audiences across different social media channels, and companies like Facebook are making changes to their algorithms and adding functionalities like auto-play of videos, which impact brands and users and how they engage with content,” commented Adobe Digital Index principal analyst, Tamara Gaffney.

The Adobe Social Media Intelligence Report was based on 260 billion ad impressions, 226 Facebook post impressions, 17 billion referred visits from social sites, and 7 billion brand post interactions. The paid social data was derived from Adobe Marketing Cloud data.

More social media ad news

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Read more: Brands must look for emotional connection and shareability, says Buzzfeed

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Read more: You can't turn 'crap' to gold, says former Apple evangelist, Guy Kawasaki

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Making Korean brands sexy

If you told someone in the 1980s that South Korean brands would one day supersede many Western and Japanese competitors for innovation, brand management and profitability, they would have declared you insane. But that is exactly what has happened.

Why good leadership starts with leading yourself

Many people first taste leadership when they receive a promotion and find themselves ‘leading’ a team. Over time, the team, and the leader’s responsibility, grows. But do they become better leaders?

Anthony Howard

Executive mentor and founder, The Confidere Group

How to keep your B2B marketing job for the next 5 years

B2B marketers are in the hot seat. As the customers’ buying journey shifts online, B2B marketers must exert influence and build trust with their prospects in a new way.

If you get the customer experience wrong then you have no chance of ever making the sale

Brian Smith

Keeping the customer experience simple in the digital age

Read more

I wholeheartedly agree with the sentiments of your article. Having recently been introduced to NPS, I can see the merits of this sort of ...

Greg Tomkins

Against Net Promoter: A new way of interpreting the customer data deluge

Read more

NetSuite are build under a single customer record, so sales, accounts, support, shipping and billing all use the same information for eve...

Gaurav Srivastava

Billabong to rollout NetSuite omni-channel retail platform globally

Read more

customer experience is extremely important for e commerce company...

Bella

Keeping the customer experience simple in the digital age

Read more

Not sure the beacon technology is the best... because you need an app ! As Julie Ask form Forrester says : "Most of your customers will n...

Sarah Delevigne

ADMA Global Forum introduces beacon technology

Read more

Latest Podcast

More podcasts

Sign in