Q1 2015 SOCIAL TRENDS REPORT

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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 decisionmaking.
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 Summary
FACEBOOK
|| 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.

TWITTER
|| As Twitter’s advertising model scales, effective ad
prices have gone down, making it an increasingly costeffective 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.

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Q1 2015 SOCIAL TRENDS REPORT
FACEBOOK CAMPAIGNS

Social Trends Report - Facebook
OVERVIEW OF KINETIC RUN CAMPAIGNS
FACEBOOK CTR

+266%
YEAR OVER YEAR

The average CTR across all Facebook

1.51%

1.6%

1.2%

0.8%

0.41%
0.4%

campaigns continues to rise, showing
no signs of slowing down.

0.0%
2014 Q1

2014 Q2

2014 Q3

2014 Q4

2015 Q1

FACEBOOK eCPC

-17%

$0.40

$0.32

FROM LAST QUARTER

$0.20

Facebook CPC generally follows a seasonal

$0.10

trend, with CPCs being more expensive in the
summer and around the holidays.

$0.27

$0.30

$0.00
2014 Q1

2014 Q2

2014 Q3

2014 Q4

FACEBOOK eCPM

+490%
YEAR OVER YEAR

Facebook eCPM seems to have leveled off

2015 Q1

$4.03
$4.00

$3.00

$2.00

$1.00

$0.68

after a meteoric rise over the last year,
showing virtually no change from last quarter.

*

$0.00
2014 Q1

2014 Q2

2014 Q3

2014 Q4

2015 Q1

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.

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Social Trends Report - Facebook
SPEND BY AD TYPE & PLACEMENT

COMPOSITION OF FACEBOOK SPEND BY AD TYPE
100%

Photo
Link
Video

80%

External URL Ad
Other

60%

More budgets are being pushed to video
(31% of total in Q1 2015), and with good

40%

reason: they generally show higher
performance and greater value.
20%

0%
2014 Q1

2014 Q2

2014 Q3

2014 Q4

2015 Q1

COMPOSITION OF FACEBOOK SPEND BY PLACEMENT
100%

Desktop
Mobile
Desktop & Mobile

80%

Similarly, mobile continues to constitute

60%

the majority of FB spend, making up 57%
of all budgets.

40%

20%

0%
2014 Q1

2014 Q2

www.kineticsocial.com

2014 Q3

2014 Q4

2015 Q1

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Social Trends Report - Facebook
CLICK THROUGH RATES
FACEBOOK CTR BY AD TYPE
4.0%

3.0%

2.0%

Photo

Video

Link

External URL Ad

CTR is highest for Video, followed by Photos. Video
CTR continues to prove its value, up 57% over last

1.0%

quarter.

0.0%
2014 Q2

2014 Q1

2014 Q3

2014 Q4

2015 Q1

FACEBOOK CTR BY PLACEMENT
4.0%

3.0%

Desktop
2.0%

Mobile

CTR continues to soar on mobile. This is one

1.0%

of the reasons we see budgets being pushed
to mobile.

0.0%
2014 Q2

2014 Q1

2014 Q3

2014 Q4

2015 Q1

FACEBOOK CTR BY VERTICAL
5.0%

4.0%

3.0%

2.0%

CPG

Retail

Financial Services/
Insurance

Travel

Education

Other

Travel CTR is up 98% over last quarter. CPG and

1.0%

Retail campaign click through rates are nearly
0.0%

2014 Q1

2014 Q2

www.kineticsocial.com

2014 Q3

2014 Q4

2014 Q1

tied for 2nd place.

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Q1 2015 SOCIAL TRENDS REPORT
TWITTER CAMPAIGNS

Social Trends Report - Twitter
OVERVIEW OF KINETIC RUN CAMPAIGNS
TWITTER eCPE

+40%

FROM LAST QUARTER
After a dip in Q4 2014, Twitter eCPEs are
again on the rise, up 40% from last quarter.

$0.50

$0.40

$0.34

$0.30

$0.24

$0.20

$0.10

$0.00
2014 Q1

2014 Q2

2014 Q3

2014 Q4

2015 Q1

TWITTER eCPC

+40%

FROM LAST QUARTER
We have seen similar oscillatory

$0.50

$0.36

$0.40

$0.26

$0.30

$0.20

$0.10

patterns in Twitter CPCs, with a rise
of 40% from last quarter.

$0.00
2014 Q1

2014 Q2

2014 Q3

2014 Q4

2015 Q1

TWITTER eCPM

-46%

YEAR OVER YEAR

$15.00

$10.00

$5.00

effective as they have scaled their

$2.50

*

$6.87

$7.50

Twitter ads have become more cost
advertising model.

$12.77

$12.50

$0.00

2014 Q1

2014 Q2

2014 Q3

2014 Q4

2015 Q1

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

hello@kineticsocial.com

Social Trends Report - Twitter
SPEND BY PLACEMENT TYPE & PLATFORM

COMPOSITION OF TWITTER SPEND BY PLACEMENT TYPE
100%

Promoted Tweets
Promoted Tweets appearing in Timelines
Promoted Accounts

80%

Promoted Tweets are by far the most
60%

popular product on Twitter, accounting for
88% of all Twitter spend during the first
quarter of 2015.

40%

20%

0%
2014 Q1

2014 Q2

2014 Q3

2014 Q4

2015 Q1

COMPOSITION OF TWITTER SPEND BY PLATFORM
100%

Desktop
Mobile
Desktop & Mobile

80%

While Twitter is primarily used as a mobile

60%

platform, advertisers have not yet fully
embraced mobile targeting. Exclusive mobile
targeting made up only 25% of all ad spend in

40%

Q1 2015.
20%

0%
2014 Q1

www.kineticsocial.com

2014 Q2

2014 Q3

2014 Q4

2015 Q1

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Social Trends Report - Twitter
TWITTER eCPE’S
TWITTER eCPE BY PLACEMENT TYPE
$2.50

$2.00

Promoted Tweets
Promoted Tweets in Timeline

$1.50

Promoted Accounts
$1.00

eCPE is similar for all placement types and each

$0.50

showed a similar trend when compared to last
quarter.

$0.00
2014 Q1

2014 Q2

2014 Q3

2014 Q4

2015 Q1

TWITTER eCPE BY PLATFORM
$1.25

$1.00

Desktop

$0.75

Mobile
$0.50

Mobile consistently shows lower CPEs than desktop.

$0.25

Kinetic recommends advertisers continue to shift
budget to mobile when advertising on Twitter.

$0.00
2014 Q1

2014 Q2

2014 Q3

2014 Q4

2015 Q1

TWITTER eCPE BY VERTICAL
$1.00

CPG
Financial Services/Insurance

$0.75

Retail
Travel

$0.50

Other
$0.25

Retail and Travel show the lowest CPEs on
$0.00

Twitter during the first quarter of 2015.
2014 Q1

2014 Q2

www.kineticsocial.com

2014 Q3

2014 Q4

2015 Q1

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ABOUT THIS REPORT
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.

KINETIC IS A PROUD PARTNER

ABOUT KINETIC SOCIAL
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

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