Revenue per visitor via Twitter increases by 300 percent

As the study shows, Facebook continues to drive the lion's share of social traffic to retailers' websites. However, the biggest increase comes from Twitter with 258 percent compared to the previous year.The analysis of current social media trends is based on aggregated and anonymous data collected over the last twelve months in the retail, media, entertainment and travel industries. In total, this involves 131 billion Facebook ad impressions, 400 million unique visitors to social media pages, and over one billion posts and 4.3 billion interactions (comments, shares, and likes) on Facebook. The social media paid media data comes from Adobe Marketing Cloud customers. "Social media is maturing into a more mainstream marketing channel - driven by Facebook and Twitter's efforts to make users of both networks more accessible to marketers," said Tamara Gaffney, principal analyst, Digital Index, Adobe. "Marketers have recognized the new opportunities and, as a result, are optimizing their campaigns more for social channels. As a result, social media is playing a growing role in the consumer buying process. We expect this trend to pick up even more steam during the holiday shopping season."Other key findings - Paid Social trends: Facebook is becoming increasingly attractive for marketers with regard to ad click volume, which increased by 29 percent last year. In addition, ad impressions increased by 85 percent and the cost per thousand impressions of an ad (CPM) rose by 120 percent.- Owned Social trends: Revenue per visitor (RPV) grew during the year, making it clear that the economic relevance of social media marketing is becoming increasingly apparent. Facebook's RPV grew by 39 percent, while Twitter and Pinterest saw increases of 300 and 150 percent, respectively. The bulk of traffic to retail websites continues to come from Facebook, though the share decreased by 20 percent to 57 percent. Twitter and Pinterest, on the other hand, were up 258 percent and 84 percent, respectively.- Earned Social Trends: Brand engagement on Facebook grew 115 percent over the year, while the number of posts increased nine percent. Posts with images generated a 600 percent higher interaction rate than text-only posts. Sentiment analysis of all networks also shows that Tumblr has the most positive interactions.About the Adobe Digital IndexThe Adobe Digital Index publishes studies on digital marketing and other topics of interest to senior marketing and e-commerce executives across all industries. The studies are based on analysis of selected, anonymous, and aggregated data from more than 5,000 companies worldwide that use Adobe Marketing Cloud to generate real-time data and activity analysis on their websites.