Social media marketing on the rise as RPV value leaps

New Adobe Social Intelligence Report looks into social media marketing and engagement and reports Twitter's revenue per visit is up by 300%

Social media’s revenue per visitor (RPV) value has leapt in the past year, with Twitter recording a whopping 300 per cent year-on-year increase.

Adobe’s first annual Social Intelligence Media Report, which looks into paid, earned and owned social media trends, found Twitter leading the pack when it comes to social media marketing value growth, reporting a 300 per cent RPV increase to $0.44 between September 2012 and September 2013.

Pinterest’s RPV was also up by 150 per cent over the same period, bringing the social sharing site’s value up to a higher $0.55, while Facebook trailed in third with 39 per cent year-on-year growth, but with the higher RPV of $0.93. In terms of attribution models, first-click RPV for social was 116 per cent higher than last click.

According to the report, Facebook is becoming increasingly attractive to brand marketers with ad click volume up by 29 per cent in the past year, and cost per thousand impressions rising by 120 per cent. The figures also showed click-through rates (CTR) increased 275 per cent over the same period and ROI by 58 per cent.

When it comes to what’s driving social engagement, likes produced 87 per cent of all activity, but comments and shares are outpacing likes year-on-year.

Brand posts on social channels rose by 9 per cent in the last 12 months, with each averaging 945 likes, 88 shares and 58 comments.

The Adobe report also looked into the share of social referred visits, and found that while Facebook continues to dominate, its percentage of visits dropped 20 per cent over the past year to 57 per cent. In contrast, Twitter’s share grew 258 per cent year-on-year, while Pinterest is up 84 per cent.

Overall, social engagement was up 115 per cent between August 2012 and August 2013, the report stated, with images and videos producing the highest consumer engagement rates.

“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,” Adobe Digital Index principal analyst, Tamara Gaffney, said.

“Recognising the opportunity, marketers are optimising their campaigns for social channels, and as a result consumers are now using social media much more in their purchasing process.”

Another trend on the rise is geo-targeting. Adobe found geo-targeted posts grew by 67 per cent in the past year, and recorded slightly higher engagement rates (3.4 times versus 3 times).

The Social Intelligence Report is based on aggregated and anonymous data across retail, media, entertainment and travel websites over the past 12 months and represents 131 billion Facebook ad impressions, 400 million unique visitors to social networking sites, more than 1 billion Facebook posts, and 4.3 billion social engagements on Facebook. The paid social data component was based on customer data out of Adobe’s Marketing Cloud.

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

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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why efficiency and effectiveness are opposing forces in a marketing tug of war

I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.

Nickie Scriven

CEO, Zenith

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

Why it's important for me to know that? I don't get it, sorry.

James Fogle

7 things you need to know about Facebook's mood experiment

Read more

Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...

Govind Dadhich

Image intelligence:10 must-see infographics for marketers

Read more

Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in