Introducing ‘Social Friday’

Consumers are more likely to respond and interact with brands’ posts and ads on Friday than any other day of the week, according to the new Adobe Digital Index. An analyst suggests marketers post their best content on Fridays.

Zak Stambor

Social media marketers should take a page from TV advertising by posting their best content on social networks when shoppers are most likely to respond to them. And, in the case of social media, that’s on Fridays, a new report suggests.

While NBC executives long ago developed a “Must-See TV” block of TV programs on Thursday nights, when shoppers are getting ready for their weekends, social media marketers should post their best content on Fridays, which account for 15.7% of all impressions of social media posts, according to the new Adobe Digital Index. The report also found that roughly 25% of all social media video plays take place on Fridays, 17% of comments are posted on Fridays, 16% of Likes occur on Fridays as do 16% of shares. Conversely, Sunday is the least likely day to receive a comment on a post.

“It makes sense that brands should save their best content for ‘Social Fridays’ when the most people are looking at social networks,” says Joe Martin, senior analyst, Adobe Digital Index.

The report, which is based on data gathered from thousands of Adobe’s retail clients, found that Facebook ads continue to prove effective. Not only are shoppers seeing more ads on Facebook, they’re also increasingly clicking on those ads.

Facebook ad impressions jumped 40% in the first quarter for Adobe’s clients compared to the same period a year earlier and increased 41% compared to the fourth quarter. Moreover, Facebook ad clicks grew 70% compared to 2013’s first quarter and 48% over the fourth quarter.

There are several reasons for Facebook’s continued growth. The social network keeps introducing ad options, such as last December when it launched video ads. Facebook’s user base continues to grow—it reached 1.23 billion in December, up 16% from 1.06 billion a year earlier—and those users spend more than 6 hours a month, on average, on the site. The social network’s large, active user base provides ample opportunities for Facebook to serve up ads, says Martin.

“Facebook continues to keep it fresh and make its ads and targeting even better,” he says.

The result is that Facebook’s revenue per visit continued to grow in the first quarter. Adobe determines the revenue its retail, media, entertainment and travel clients generated from shoppers clicking from social networks. It then divides that by the number of unique visitors from those social sites to develop a metric it calls “average revenue per visit.”

Adobe found that the average revenue per visit for shoppers who click from Facebook was $1.24 in the first quarter, up about 11% from $1.12 in the same period a year earlier. The average revenue per visit for consumers clicking from Twitter was 62 cents, up 5% from 59 cents in 2013. The average revenue per visit for shoppers clicking from Pinterest was 65 cents, up nearly 7% from 61 cents a year earlier and the average revenue per visit for shoppers clicking from Tumblr was 70 cents, up 56% from 45 cents a year earlier.

The smaller growth in revenue per visit might be partially explained by social-referred traffic to retail sites from social networks falling 25% year over year, according to Adobe. Facebook’s ongoing changes to its news feed algorithm is likely behind some of that drop, Martin says. Facebook’s algorithm has grown increasingly selective. On average, only 6.51% of a brand’s followers saw one of the brand’s posts in March, down from 10.15% last November and 16.0% in February 2012, according to news feed optimization service EdgeRank Checker. Meanwhile, the social network has increasingly encouraged marketers to extend their posts’ reach via its Promoted Posts ad unit, which lets an advertiser pay to ensure a particular number of consumers see its post.

Facebook accounts for 75% of social-referred traffic to retailer sites, the report says. That’s up 2% year over year and 13% compared to the fourth quarter.

The report also found that LinkedIn drives 15% of social-referred traffic to B2B sites, second only to Facebook, which accounts for 52% of social-referred traffic.


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