Facebook’s Referred Revenue Per Visit Grows in 2014
Facebook is still the king of social media, as a new report from Adobe reveals the revenue per visit (RPV) coming from Facebook saw growth quarter-over-quarter, while the RPV from Twitter and Tumblr declined.
The Adobe Social Media Intelligence Report, which analyzed paid, earned and owned social media trends for Q1 2014, found that RPV coming from Facebook grew by two percent quarter-over-quarter QoQ. Comparatively, the RPV from Twitter declined by 23 percent, while the RVP from Tumblr dropped 36 percent.
Moreover, the report shed light on Facebook’s growing ad business, finding that click-through rates increased by 20 percent QoQ, while ad impressions grew by 41 percent. That said, Facebook’s cost per click (CPC) dropped by 11 percent when compared to Q4 2013.
Other noteworthy data showed that brand posts with embedded videos saw 58 percent more engagement QoQ and 25 percent growth year-over-year (YoY). In fact, Facebook video plays increased by 134 percent QoQ, which is likely a result of Facebook implementing auto-play in Q4 2013. It is also worth noting that Facebook brand posts with links became more popular, as the share of this post type increased by 167 percent QoQ.
“Social media continued to grow even after a strong holiday quarter and the seasonal slowdown expected in Q1,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “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.”