Advertising on Facebook is working – and Friday is the best day to do it, according to new global research by Adobe.
The tech company's latest Social Intelligence Report has found that people are clicking on the ads they are being served on their Facebook News Feeds, with ad click through rates soaring by 160% year-on-year and 20% quarter-on-quarter.
Joe Martin, senior analyst at Adobe Digital Index, said: “People are clicking through to the ads they are seeing. Even though people have expressed frustration over the algorithm changes by Facebook, there's good news in the data for brands.”
The report also found that Friday is the best-performing day for social media, with consumers posting more, liking more and commenting more on Fridays. On top of this, a quarter of videos played and 15.7% of impressions on Facebook take place on a Friday.
“That's definitely when marketers should be planning to use their best content because that's when you'll get the most engagement,” said Martin.
Video is also proving more successful for Facebook, following the introduction of its autoplay feature at the end of 2013. Facebook video plays are up by a massive 758% YoY. Engagement with video posts is up 25% YoY and 58% QoQ.
Revenue referred from social media to retail sites dropped QoQ for all social channels except Facebook.
Facebook's referred revenue per visit rose 11% YoY and 2% QoQ. Twitter's referred revenue per visit rose 5% YoY but dropped 23% QoQ, and Tumblr's was up 55% YoY but down 36% QoQ, following a strong holiday quarter.
The report states: “While Pinterest and Tumblr are doing better than last year, they're still unable to provide consistent referred revenue outside of the holiday shopping season. Facebook, however, continues to provide value year round.”
“Facebook is back at the top of the mountain,” added Martin. “It was declining for some time but now it's at about 75% of retail referrer traffic, for example. All other networks are still growing, but the majority of referring traffic is still attributed to Facebook. That means that Facebook's adaptions for marketers are working.”
The report is based on 260 billion Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites and seven billion brand post interactions such as comments, likes and shares.
Read the full report here.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.