Earlier this year, Adobe released a Social Intelligence report based on consumer data from Adobe Social, Adobe Media Optimizer, and Adobe Analytics. While the data's comprised of both aggregated and anonymous data from retail, media and entertainment, and travel websites during 2013 - 2014, the data is also useful for nonprofits to examine. This report answered a question that has come up for many of us, are our constituents still engaging as frequently with us on social media?
The information from the study includes:
- 260 billion Facebook ad impressions
- 226 billion Facebook post impressions
- 17 billion referred visits from social sites
Some key findings that might be useful to your nonprofit:
- Friday may be the ideal day to release content on Facebook as 1/4 of videos played on FB occur on Fridays, and over 15% of FB post impressions happen on Fridays (FYI: Sunday's the least likely day to receive a comment on a post).
- Facebook ad click through rates are up 160% year-over-year and are up 20% quarter-over-quarter.
- Facebook ad impressions are up 40% year-over-year.
- Facebook's cost per clicks have lowered considerably since end-of-year fundraising has ended. This will make ads much more affordable for your org.
Photos and videos have increased in popularity on Facebook. Engagement with video posts is up 25% year-over-year. Recently, Facebook implemented auto-play videos, and this exponentially increased the amount of videos being watched. Video plays are up 785% year-over-year after auto-play was incorporated.
Posts with images are still receiving the highest levels of engagement. Text posts, on the other hand, have declined in both shares and engagement. Stick a link in that text post, though, and there's been a 77% year-over-year increase in posts with links.
So to circle back around, the answer is yes. People are still very engaged on social networks, and Facebook is still playing a very prominent role in your constituents' lives.
Where are you seeing the most growth online?