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Want more social media engagement? Focus on Facebook Fridays

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30th Apr 2014
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Bad news for marketers who enjoy easing themselves into weekends off – customer engagement via social media is most prevalent on Fridays and Saturdays.

In its latest Social Media Intelligence Report, Adobe has revealed a number of interesting findings about how customers interact with brands on social media, including what times they are most likely to comment and interact, and which networks are driving users towards advertising click-throughs most often.

And despite recent reports highlighting concerns related to the ROI it delivers, it found Facebook to be leading the way in most instances, with Fridays and Saturdays being the peak days for interaction among the network’s 1 billion-plus users.

Facebook’s ad business continued to grow with click through rate (CTR) and ad impressions increasing by double-digits between Q4 of 2013 and Q1 of 2014, 20% and 41% respectively. While revenue per visit (RPV) from Facebook grew by 2% QoQ, RPV from Twitter and Tumblr, its nearest rivals, declined by 23% and 36% respectively.

Facebook video plays increased 785% year-on-year and 134% between Q4 of 2013 and Q1 of 2014, following auto-plays for videos being introduced on the network in Q4 2013. Facebook has since announced Premium Video Advertising in a bid to improve the ROI it delivers from its increasing video sharing platform.

In terms of organic engagement, Facebook is said to be at its most social in the build-up to the weekend, with a quarter of all videos played on the network on a Friday, and just over 30% of Facebook post impressions occurring on Fridays and Saturdays. Sunday is ranked as the least productive day of the week.

Referred revenue is still an issue for most social channels, with referral rates to retail sites dropping quarter-on-quarter across all social networks expect Facebook.  Twitter referred revenue per visit is down 23% quarter-over-quarter and Tumblr’s down 36%, while Facebook’s was up by 2%, proving the network still held some value to retailers during the last two quarters.

Meanwhile, text-only Facebook brand posts are losing share and engagement, but posts with links rose 167% between Q4 of 2013 and Q1 of 2014.

“Social media continued to grow even after a strong holiday quarter and the seasonal slowdown expected in Q1,” said Tamara Gaffney, principal analyst, Adobe Digital Index.

“Marketers are learning how to best reach their audiences across different social media channels and companies like Facebook are making changes to their algorithms and adding functionalities like auto-play of videos, which impact brands and users and how they engage with content."

Adobe’s Social Media Intelligence Report is published quarterly and 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 including comments, likes and shares.

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