q1 2015 social trends report
TRANSCRIPT
Q1 2015 SOCIAL TRENDS REPORT
WWW.KINETICSOCIAL.COM
www.kineticsocial.com [email protected]
Overview
When we talk about data, we don’t just want to give you a slew of big numbers. Data should tell a story that you can leverage to empower informed, strategic decision-making.
In order to quantify and forecast trends on Facebook and Twitter, we are constantly evaluating and measuring previous campaign performance against current and future strategies to facilitate the most effective results. Ultimately, there is no surefire method for your social win. But there is a quantifiable way to humanize the data to lead you on the path to connecting you with your audience. This is a step on that path.
Q1 Topline SummaryFACEBOOK
| CTR for Facebook campaigns in the Travel category is up 98% over last quarter.
| Across all video ads, the CTR rate on Facebook is up 57% over last quarter and as a result, 31% of Facebook budgets have shifted to video due to higher performance.
| Facebook ad spend continues to shift to mobile, making up 57% of all budgets.
| As Twitter’s advertising model scales, effective ad prices have gone down, making it an increasingly cost-effective offering for buyers using optimization tools.
| While Twitter is primarily a mobile platform, advertisers have not yet fully embraced mobile delivery, as it still makes up only 25% of ad spend.
| To get even more bang for their buck, advertisers should focus more budgets on mobile as those CPE’s on Twitter are consistently lower than desktop.
Q1 2015 SOCIAL TRENDS REPORTFACEBOOK CAMPAIGNS
www.kineticsocial.com [email protected]
The average CTR across all Facebook campaigns continues to rise, showing
no signs of slowing down.
Facebook CPC generally follows a seasonal trend, with CPCs being more expensive in the
summer and around the holidays.
Facebook eCPM seems to have leveled off after a meteoric rise over the last year,
showing virtually no change from last quarter.
When looking at ad pricing trends, it is important to note: In general advertising costs have gone up, due to increasing demand. However Kinetic’s optimization tools and strategies are designed to decrease wasted spend, resulting in the effective cost per goal trends seen in this report.
2014 Q1
2014 Q1
2014 Q1
2014 Q2
2014 Q2
2014 Q2
2014 Q3
2014 Q3
2014 Q3
2014 Q4
2014 Q4
2014 Q4
2015 Q1
2015 Q1
2015 Q1
FACEBOOK CTR
FACEBOOK eCPC
FACEBOOK eCPM
+266%
+490%
-17%
YEAR OVER YEAR
YEAR OVER YEAR
FROM LAST QUARTER
Social Trends Report - Facebook
OVERVIEW OF KINETIC RUN CAMPAIGNS
$0.00
$0.00
0.0%
$2.00
$0.20
1.2%
$1.00
$0.10
0.8%
0.4%
0.41%
$0.32
$0.27
$4.03
$0.68
1.51%
$3.00
$0.30
$0.40
1.6%
$4.00
*
www.kineticsocial.com [email protected]
2014 Q1
20%
0%
40%
60%
80%
100%
2014 Q1
2014 Q2
2014 Q2
2014 Q3
2014 Q3
2014 Q4
2014 Q4
2015 Q1
2015 Q1
Photo
Link
Video
External URL Ad
Other
Desktop
Mobile
Desktop & Mobile
Social Trends Report - Facebook
SPEND BY AD TYPE & PLACEMENT
COMPOSITION OF FACEBOOK SPEND BY AD TYPE
COMPOSITION OF FACEBOOK SPEND BY PLACEMENT
More budgets are being pushed to video (31% of total in Q1 2015), and with good reason: they generally show higher performance and greater value.
Similarly, mobile continues to constitute the majority of FB spend, making up 57% of all budgets.
20%
0%
40%
60%
80%
100%
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CLICK THROUGH RATES
2014 Q1
2014 Q1
2014 Q1
0.0%
0.0%
0.0%
1.0%
1.0%
2.0%
1.0%
2.0%
3.0%
3.0%
4.0%
2.0%
3.0%
4.0%
5.0%
4.0%
2014 Q2
2014 Q2
2014 Q2
2014 Q3
2014 Q3
2014 Q3
2014 Q4
2014 Q4
2014 Q4
2015 Q1
2014 Q1
2015 Q1
Photo
Link
Desktop
Mobile
CPG
Financial Services/Insurance
Education
Video
External URL Ad
Retail
Travel
Other
CTR is highest for Video, followed by Photos. Video CTR continues to prove its value, up 57% over last quarter.
CTR continues to soar on mobile. This is one of the reasons we see budgets being pushed to mobile.
Travel CTR is up 98% over last quarter. CPG and Retail campaign click through rates are nearly tied for 2nd place.
FACEBOOK CTR BY AD TYPE
FACEBOOK CTR BY VERTICAL
FACEBOOK CTR BY PLACEMENT
Social Trends Report - Facebook
Q1 2015 SOCIAL TRENDS REPORTTWITTER CAMPAIGNS
www.kineticsocial.com [email protected]
Social Trends Report - Twitter
OVERVIEW OF KINETIC RUN CAMPAIGNS
After a dip in Q4 2014, Twitter eCPEs are again on the rise, up 40% from last quarter.
We have seen similar oscillatory patterns in Twitter CPCs, with a rise
of 40% from last quarter.
Twitter ads have become more cost effective as they have scaled their
advertising model.
2014 Q1
2014 Q1
2014 Q1$0.00
$0.00
$0.00
$0.20
$0.20
$0.40
$0.40
$0.50
$0.50
$10.00
$12.50
$7.50
$5.00
$2.50
$0.10
$0.10
$0.30
$0.30
$15.00
2014 Q2
2014 Q2
2014 Q2
2014 Q3
2014 Q3
2014 Q3
2014 Q4
2014 Q4
2014 Q4
2015 Q1
2015 Q1
2015 Q1
TWITTER eCPE
TWITTER eCPC
TWITTER eCPM
+40%
-46%
+40%
FROM LAST QUARTER
YEAR OVER YEAR
FROM LAST QUARTER
$0.24
$0.34
$0.36
$0.26
$12.77
$6.87
When looking at ad pricing trends, it is important to note: In general advertising costs have gone up, due to increasing demand. However Kinetic’s optimization tools and strategies are designed to decrease wasted spend, resulting in the effective cost per goal trends seen in this report.
*
www.kineticsocial.com [email protected]
2014 Q1
2014 Q1
2014 Q2
2014 Q2
2014 Q3
2014 Q3
2014 Q4
2014 Q4
2015 Q1
2015 Q1
Promoted Tweets
Promoted Tweets appearing in Timelines
Promoted Accounts
Desktop
Mobile
Desktop & Mobile
SPEND BY PLACEMENT TYPE & PLATFORM
COMPOSITION OF TWITTER SPEND BY PLACEMENT TYPE
COMPOSITION OF TWITTER SPEND BY PLATFORM
Promoted Tweets are by far the most popular product on Twitter, accounting for 88% of all Twitter spend during the first quarter of 2015.
While Twitter is primarily used as a mobile platform, advertisers have not yet fully embraced mobile targeting. Exclusive mobile targeting made up only 25% of all ad spend in Q1 2015.
Social Trends Report - Twitter
20%
0%
40%
60%
80%
100%
20%
0%
40%
60%
80%
100%
www.kineticsocial.com [email protected]
TWITTER eCPE’S
$0.00
$0.00
$0.50
$0.25
$0.75
$1.00
$0.00
$0.25
$0.75
$1.25
$0.50
$0.50
$1.00
$1.00
$1.50
$2.00
$2.50
2014 Q1
2014 Q1
2014 Q1
2014 Q2
2014 Q2
2014 Q2
2014 Q3
2014 Q3
2014 Q3
2014 Q4 2015 Q1
2015 Q12014 Q4
2014 Q4 2015 Q1
Promoted Tweets
Promoted Tweets in Timeline
Promoted Accounts
Desktop
Mobile
CPG
Financial Services/Insurance
Retail
Travel
Other
eCPE is similar for all placement types and each showed a similar trend when compared to last quarter.
Mobile consistently shows lower CPEs than desktop. Kinetic recommends advertisers continue to shift budget to mobile when advertising on Twitter.
Retail and Travel show the lowest CPEs on Twitter during the first quarter of 2015.
TWITTER eCPE BY PLACEMENT TYPE
TWITTER eCPE BY VERTICAL
TWITTER eCPE BY PLATFORM
Social Trends Report - Twitter
The leading social marketing platform, Kinetic helps brands create welcome, engaging and empowering experiences for consumers – real people like you and me. Through our strategic partnership, campaign management and platform services, we design and manage campaigns across social, display and the mobile open web. Our powerful, intuitive technology reflects how the modern marketer thinks and works. We combine that proactive innovation with strategic thinking at every step to deliver quality encounters that delight consumers, build brand value and drive sales. Kinetic is based in New York with offices in Toronto, Chicago and San Francisco. More at www.kineticsocial.com
The data in this report reflects all of the campaigns that ran through Kinetic Social’s proprietary social marketing platform, serving over 2 Billion impressions for the period Q1 2014 through Q1 2015. This report includes ad spend on Facebook and Twitter, on both desktop and mobile, and for all ad types. We have broken out platform-specific data and indicated the corresponding platform in each chart.
This data report reflects Kinetic’s clients campaign objectives. As such, the ad spend is a mix of both engagement and direct response initiatives.
The social marketplace rapidly and constantly evolves; thus, this report should be taken strictly as an indicator of current marketplace trends that Kinetic has observed, and not necessarily an indication of future trends. The data in this report represents Kinetic campaigns only and should not be used as an indicator of the entire current or future Facebook or Twitter landscape.
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