According to a new report from Adobe, the revenues per visitor among leading social media sites are increasing dramatically as brands jump aboard trends in social media marketing, with Twitter boasting an impressive 300% growth over the past 12 months.
According to a new report from Adobe, the revenues per visitor among leading social media sites are increasing dramatically as brands jump aboard trends in social media marketing, with Twitter boasting an impressive 300% growth over the past 12 months.
The first ever Social Media Intelligence report puts Twitter’s global revenue per visitor at 44 cents (27p), a massive climb from the 11 cents (7p) recorded last year. Pinterest bosses also have something to smile about, with growth at 150% to record 55 cents (34p) per visitor.
Although showing growth at a less impressive 39%, Facebook continues to receive the highest income per visitor out of the three leading sites at 93 cents (58p).
The report proves that social media sites and digital marketing are continuing to be used as successful tools in helping brands transform the way they connect with audiences to build greater followership.
Interestingly, the report highlights that one area not being properly utilised is video, which is down 40% year-on-year, despite producing the highest engagement rates. By incorporating more video posts, the report suggests that companies will be able to differentiate their social marketing whilst continuing to build engagement.
Tamara Gaffney, principal analyst for Adobe’s Digital Index, said: “Social media is rapidly maturing as a marketing channel, bolstered by the steps Facebook and Twitter have taken to make their audiences more accessible to marketers.
“Recognising the opportunity, marketers are optimising their campaigns for social channels, and as a result consumers are now using social media much more in their purchasing process. We expect this trend to accelerate during the holiday season.“
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