Social media funnels record-breaking traffic to retailers: study

Facebook, Twitter, Pinterest and Tumblr sent unprecedented numbers of target shoppers (“qualified traffic”) to retail websites in the fourth quarter of 2013, according to Adobe’s latest Social Media Intelligence Report. What’s more, the revenue per visit (RPV) gained from those clicks reached all-time highs across social channels. Adobe’s number-crunching looked at aggregated and anonymous data […]

Facebook, Twitter, Pinterest and Tumblr sent unprecedented numbers of target shoppers (“qualified traffic”) to retail websites in the fourth quarter of 2013, according to Adobe’s latest Social Media Intelligence Report. What’s more, the revenue per visit (RPV) gained from those clicks reached all-time highs across social channels.

Adobe’s number-crunching looked at aggregated and anonymous data from retail, media, entertainment and travel sites between Q4 2012 and Q4 2013, including 500 million referred visits from social platforms.

See what the study had to say about the biggest social media services:

FACEBOOK

• Shoppers aren’t yet bored of brand posts on Facebook:. Social engagement with such content rose 180% year over year. What fared best? Posts with images had a 650% higher engagement rate than plain old text. In fact, interest dropped for brand posts based on text, links or video.

• Facebook is still the reigning champ for referring traffic, and its ads are performing better, too. The ad click-through rate was up 365% year over year, while ad click volume went up 125% in the same timeframe.

TWITTER

• Among the four social media platforms studied, Twitter continues to grow fastest in its share of social referred visits to retail sites—up 125% year over year. Retailers can make the most of this growth by trying promoted tweets, images and video, the report advises.

PINTEREST

• The photo-centric newcomer is one to watch. Next to Twitter, it’s growing second fastest in its share of social referred visits to retailers—up 89% year over year. And Adobe predicts it will exceed Facebook’s revenue per visit in the U.S. in 2014.

TUMBLR

• Boosted by holiday shopping sprees, all social networks referred a record amount of revenue to retailers. But Tumblr’s revenue per visit saw the most impressive increase – 340% year over year.

View the complete Q4 2013 Social Media Intelligence Report (PDF) here.

Brands Articles

Ethnic insights at the heart of a total market strategy

Asking 'which cultural group should I target?' may put you on the wrong path

Pringles plays off Ontario elections

The brand forces its own issue onto the ballot: to dip, or not to dip?

Second Cup launches Flat White promotion

New espresso drink part of brand rejuvenation

Mountain Equipment Co-op launches MEC Outdoor Nation

Retailer aims to inspire youth to get outside

McDonald’s Canada takes on grocery

Partners with Kraft Canada to launch McCafe brand in supermarkets

The results of Apple’s free U2 download experiment

Company gets its "record breaking" headline, but many users rebel

Scion Sessions return with more short-film-styled music vids

Toyota brand bolsters connection with music, art and culture

Ford Canada wins the TIFF celebrity lottery

How the automaker maximized its TIFF sponsorship with A-listers

Apple’s U2 “offer” a bad PR misstep

Music-savvy brand misunderstood the personal importance of the playlist