Facebook Brand Engagement Up 896% - New Adobe Study

Facebook brand engagement has risen 896 percent on a year-over-year basis, according to a new advertising study from Adobe.

Adobe’s Digital Index for Q3 2012 reports that the huge uptick in engagement is, in part, a result of Facebook’s new Timeline feature. Facebook introduced its new Timeline feature last February.

Adobe’s research points to its introduction as a major factor for engagement growth. Other studies tend to agree, as a report released earlier this year found that the feature garnered positive results for small to medium-sized brand pages.

Facebook’s gains come with a drastic upswing in mobile. About a quarter of Facebook engagement came from mobile users. Mobile growth on Facebook engagement also came with increased mobile marketing gains overall.

Marketing statistics for mobile search saw positive progress for the quarter. Adobe reported that one in five paid search clicks came from a tablet or smartphone.

The firm’s senior vice president of media and advertising solutions David Karnstedt says that marketers should look to capitalize on the growing mobile and social networking trends.

“Mobile and social continue to play key roles in digital marketing growth. Smart marketers are activating this data; taking advantage of opportunities such as advertising on smartphones and tablets as well as capitalizing on Facebook’s platform changes to reach customers in a more personalized way,” said Karnstedt.

“By strategically adding these elements, marketers exponentially increase their overall return on investments (ROI) and can then accurately attribute value to each channel.”

According to Adobe’s statistics, mobile conversions rates from search were greater for iOS than Android. Adobe says that iOS conversion rates were double when compared to Android. Following the numbers, Adobe recommends that marketers focus on search spending for iOS by tailoring campaigns for the mobile OS.

Adobe’s research also found that companies were continuing to spend on search. The firms numbers showed that search spend grew in the U.S., U.K., and Germany. The U.S. saw search spend up 11 percent year-over-year. While the U.K. and Germany saw search spend up 36 percent and 25 percent, respectively.

Adobe’s statistics came from its Digital Index report. The quarterly report analyzes user and advertiser behavior over the year. Adobe uses data collected from its Adobe AdLens and Adobe Social solutions. The company reports that its data comes from 260 billion impressions for 338 companies.