Source: Adobe Digital Index
Notes: Image and video post interaction rates on Facebook dropped on a year-over-year basis in Q3, as they did in Q2, with the opposite trend apparent for link and text posts, according to Adobe Digital Index. Indeed, link posts (1.6% interaction rate) continue to rival video posts (1.7%) in interaction rates, per the report. Interaction rates declined across the major industries tracked (retail, media, financial, and travel), with the biggest drop coming for the retail industry (3.4%, down from 4.8%).
Separately, the report notes that Facebook ad click-through rates have grown by 35% year-over-year, outpacing the 25% year-over-year growth rate for click-through rates on the Google display network. Ad impressions on Facebook declined by 13%, but clicks were up by 7%.
About the Data: The Adobe data is based on anonymous, aggregated data from Q3 2014 through Q3 2015 from North America, Asia Pacific and Europe.