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RESEARCH, ANALYSIS & TRENDS

Videos are on the

upswing and images

are generally shared

the most on social

media

Adobe released its latest Social Intelligence Report re-
cently and the results of the study allow us to draw con-
clusions on the changes of CPC (cost per click) and
CTR (click-through rate) on advertising in social net-
works like Facebook, Twitter, Tumblr and Co.

Due to the fact that Facebook continues to dominate the
social realm, we take a close look at the social media
giant besides providing the results of the study briefly.
But of course each social site has a unique audience
and route that can lead to more loyal fans, brand aware-
ness, and eventual revenue.

Facebook advertising is on the rise
In fact, Facebook ad impressions were up by 40%
which means that companies are challenged to com-
Although the results of the current "Social Intelligence pete and have to come up with good ideas to be able
Report" are obviously not completely transferable to the to operate profitably and lucratively with the use of the
Asian market, it is worth to take a look at it if you pursue social media channel.
deeper ambitions in terms of advertising on Facebook
as part of your marketing plan.

Adobe’s research revealed that in the first quarter of
2014, the CTR in the U.S. rose by 20% compared to the
fourth quarter of 2013 - and by putting these numbers in
the 1-year-relation (Q1 2013), the result is an increase
of 160%. During the same period, the CPC decreased
by 2% compared to Q4 2013 or by 11% to Q1 2013.

Links and videos both showed strong growth as mar-
keters continue to wage the social battle between en-
gagement and referral traffic. With video engagement
up (25%), marketers should consider more video
posts. And according to Adobe’s findings, Fridays are
a good bet. Consumers are commenting, sharing, and
liking comments, likes and shares on posts occur the
most on Fridays while Sunday is the least likely day to
receive a comment on a post.

Recent Facebook changes have increased the amount
Now the downside of videos being watched as the findings confirm: Video
plays are up 785% year-over-year and 134% quarter-
Since the number of clicks, on Facebook advertising over-quarter after auto-play videos were implemented
increased up to nearly 70%, compared to the same peri- in Q4. Thus, try to incorporate more video and image
od last year, as a marketer you are, of course, no longer related posts to capitalize on the increased social traf-

alone out there, as more impressions means more com- fic.
petition.
6 Asian eMarketing June 2014 - Video Marketing