The recently released Social Intelligence Report by Adobe Digital Index for Q4 2013 makes it clear that marketers who didn’t advertise on social networks during the holiday season missed out on high-quality traffic and click-through rates from social ads.
Some key findings include:
- Twitter and Pinterest saw the largest gains in referred visits to retail sites, at 125% and 89%, respectively.
- Pinterest overtook Facebook in terms of referring revenue in the U.K. in the fourth quarter, and Adobe expects the same thing to happen in the U.S. at some point during 2014.
- Social engagement with brand posts on Facebook was up 180% year-over-year, and brand post impressions rose 150%.
- Brand posts with images delivered an engagement rate 650% higher than that for text-only posts, while posts with links, text, or videos saw lower engagement year-over-year.