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.

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