As Twitter moves towards IPO it has shown that it can sustain its plans for business growth and increase its social revenue. A new report indicates that Twitter has significantly increased its social Revenue Per Visitor (RPV) year on year.
The Social Intelligence Report for Q3, released by Adobe highlights and compares social revenue per visitor for Facebook,Twitter and Pinterest.
It is based on consumer data to brand sites throughout 2012 and up to September 2013. It is comprised of aggregated and anonymous data from retail, media and entertainment, and travel websites.
The report pulls data from over 400 million unique visitors to social sites, 131 billion Facebook ad impressions, 1.04 billion Facebook posts and 4.3 billion Facebook likes, comments and shares.
Facebook’s RPV increased from $0.67 in 2012 to $0.93 to September 2013 – a 39 percent increase year on year (YOY).
Pinterest’s RPV increased from $0.22 in 2012 to $0.55 to September 2013 – a 150 percent increase year on year.
Twitter’s RPV increased from $0.11 in 2012 to $0.44 to September 2013. Whilst its RPV is not as high as either Facebook or Pinterest it represents a 300 percent increase in both first click and last click attribution models.
First click attribution and last click attribution are the clicks the consumer makes towards purchasing an item or service. Social first click RPV is 116 percent higher than last click RPV.
Facebook still dominates the market in terms of social referred visits but Twitter is catching up fast with a 258 percent increase in visits year on year.
Social sentiment is on the rise too.The UK has the most positive attitude in social media amongst English speaking countries -- almost ten percent higher than in the US and Australia. Even a fraction of a difference in social sentiment can make an impact on business results.
The travel and hospitality vertical shows the highest social sentiment rates across all social platforms and the report suggests that other vertical industries such as retail, automotive, high tech, media and entertainment should look to the travel industry for best practice advice.
Brands are getting better at connecting with social audiences and earned media is increasing – but its owned social revenue that brands look to increase YOY.
Twitter’s increase in RPV makes it even more of an attractive proposition for potential investors at IPO.