Adobe’s Tamara Gaffney: Marketers are reaching their best public through social media

According to the Social Media Intelligence Report by Adobe, advertising through Facebook grew during the first semester of the year, while Twitter reduced visitors’ access.The study analyzes paid, won and owned social media trends, during the first quarter of the year. Among the main conclusions of the first quarter we can find 20% of the CTR (Click Through Rate) growth and 41% in ads impressions on Facebook. Besides, Return per View (RPV) grew 2% regarding last quarters, while Twitter and Tumblr’s RPV rates decreased 23% and 36% respectively. The paid social data come from the data provided by the Adobe Marketing Cloud. Tamara Gaffney, Adobe Digital Index’s main analyst, explains that social media continues growing despite the holiday season during the first quarter. “Marketers are learning to reach their public through different social media channels. In this sense, changes are valuable in their algorithms done by companies like Facebook, adding functionalities like video automatic reproduction. ‘‘This creates an impact on brands, users and the way they relate to content,” she expressed.