The findings are based on Adobe's Digital Index, which covers some 260 billion ad impressions across 338 companies as well as Facebook activity among roughly 70 million fans.
As of the third quarter of 2012, engagement levels with Facebook brand posts jumped 896% over those recorded a year earlier (index base of 100%). The figures below show quarterly index changes over the 3Q11 baseline for brand post engagement:
Those increases in engagement are due to three main factors, according to Adobe:
- Brands' adopting Facebook's Timeline feature, introduced in late 2011.
- The adoption of new acquisition and engagement metrics.
- More effective social marketing by brands.
Below, other findings issued by Adobe.
Smartphones may also have contributed to the spike in engagement.
Mobile users accounted for nearly one-fourth (24%) of all Facebook engagement in 3Q12, up fourfold from the period prior to the Timeline format change: