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

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