The largest social microblogging site, Twitter, has proven to be able to deliver better referral traffic for brands and advertisers than its rival, Facebook, despite the common belief in the latter’s superiority over Twitter.
According to RadiumOne, the advertising platform which covers online, video, social and mobile advertising using real-time bidding, Twitter is not only swarmed by generations Y. In fact, older people are those who share the most on social media, thus making them the biggest contributors on referral traffic.
RadiumOne believes that brands and publishers need to tap into email or messages accounts rather than using social media account like Facebook or Twitter, as they contribute for 72% of social shares.
“It makes sense that people share their interests, passions and intent with those of similar characteristics, wants and needs. The power of illuminating dark social is that we are now able to effectively deliver on upper-funnel customer acquisition and prospecting versus an over reliance on retargeting. From a practical perspective, brands and publishers can now engage with large segments of consumers, who are demonstrating interest and intent, yet are most likely not on their radar in social, search and general RTB activities”, said Kerry McCabe, the Managing Director Asia Pacific at RadiumOne.
RadiumOne also created an infographic that debunked some social media myths. Click here to download the PDF document.