Facebook post interaction rates decreased year-over-year in Q2 across major industries retail, media, financial and travel, per Adobe’s latest Social Intelligence Report [pdf]. Video (1.7%, down from 2.2%) and image (3.6%, down from 4.6%) posts saw the largest decreases when sorting by post type, while interaction rates with link posts grew from 1.4% to 1.7%, with the analysts noting that “link posts are still benefiting the most from algorithm changes Facebook made in August.”
Nevertheless, despite growing as a referrer of traffic, social still pales in comparison to search for the 5,000+ brand sites monitored, referring 4.7% of smartphone traffic (compared to 23.1% for search) and 1.6% of desktop traffic (versus 26.1% for search).
In other results from the study:
- Globally, Facebook ad click-through rates doubled, while costs-per-click were flat; and
- Total Facebook paid ad clicks were up by 12% even as impressions dropped by 47%;
About the Data: The results are based on consumer data for 5,000+ brand sites during 2014 and 2015, and more than 500 billion Facebook post impressions.