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

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

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in