Adobe Social Media Intelligence Report: Text engagement down as videos heat up on Facebook

Gigaom

Following its third quarter tracking social media traffic and referrals, Adobe’s Digital Index released its latest Social Media Intelligence Report for Q1 on Monday. While traffic referrals are up year-over-year on many social media platforms, the most interesting information comes from the top dog, Facebook (s fb): as its newly-integrated mobile ads roll out, it is increasing engagement while driving down the effectiveness of text-only posts.

[dataset id=”835894″]

Facebook began rolling out its mobile ads in earnest right in the thick of the first quarter, which explains a lot of Adobe’s data: video ad posts and replays increased 134 percent from Q4 and 734 percent from 2013. But the interesting feature is engagement — instances of users liking, commenting, or sharing on video posts is up 58 percent from Q4 and 25 percent from 2013. Furthermore, the introduction of video ads has actually made text-only ads less valuable, and…

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