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Adobe Social Media Intelligence report shows social networks revenue growth

Tim Gibbon (Social Media Portal (SMP)) - 28 October 2013

Revenues grow year-on-year for social networks
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Revenue per visitor (RPV) grows year-on-year (YoY) for Pinterest and Twitter with Facebook dominating retail referrals


Adobe logoPinterest and Twitter have experienced the largest year-over-year (YoY) jump in revenue per visitor (RPV) according to the Adobe Social Media Intelligence report.

The report shows a growth in revenue per visitor (RPV) for social networks with Pinterest experiencing a 150 percent gain and Twitter leading the way with 300 percent rise YoY.  Facebook experiences growth of 39 percent. Tamara Gaffney, principal analyst of the Digital Index, Adobe explains, “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.”

“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. We expect this trend to accelerate during the holiday season,” continued Gaffney.

Even though social media has been immersed in so many aspects of business and personal lives for more than many realise, it hasn’t set the imagination of brands and advertisers on fire as much as social networks would like.  The report shares research hat-tipping Tumblr, showing how the effect of the microblogging service recently acquired by Yahoo! Is undervalued, up to 415 percent on retail sites in Tumblr’s case.  

The report further outlines the impact of earned, owned and paid social – how businesses can build customer relationships, loyalty and achieve results.   Although, it wasn’t all glowing news for all social networks with Facebook’s Cost-per-Click (CPC) falling by 40 percent, it still remains most popular social network having the greater percentage of visitors.  It also has more experienced Click-Through-Rate (CTR) and advertising ROI, increasing by 275 percent and 58 percent, respectively.

Adobe share of social referred visit image

The analysis of social trends is based anonymous data upon data from entertainment, media, retail, and travel websites over the last 12 months. The data 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.  This includes comments, shares and likes. Paid social data is based on data from customers using Adobe Marketing Cloud.

The first annual Social Media Intelligence report is available for download from the Adobe site (opens in a PDF).  More information is available at the Adobe blog.



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