Social media marketing in the U.S.


Pavel Prikhodko, Ph.D. Machine Learning

At the very beginning, social media started as a form of entertainment — however, it has since evolved into a powerful marketing tool. Social media marketing is on the rise as this type of media gains importance in the industry and shows potential for further development.

Social media marketing is increasingly being used by businesses to attract attention and gain website traffic. In the current age, social media has become a crucial part of digital communications strategies. According to the statistics, online adults from 18 to 34 years old are the most likely to follow a brand via social media (95 percent of the respondents).

The following represent the revenue per visit (RPV) of selected social media platform referrers in the third quarter of 2014 and 2015. During the third quarter of 2014, the revenue per visit via Reddit amounted to an average of $0.27. During the same period, Twitter saw an RPV of $0.43, while Pinterest’s RPV approximated to $0.66. Facebook took the top spot with an RPV of $1.16.

During the third quarter of 2015, Facebook maintained its lead, generating an RPV of $1.24, followed by Pinterest which generated $0.74 per visit. The revenues per visit of Twitter and Reddit amounted to $0.60 and $0.57 respectively.


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About Pavel Prikhodko


Pavel Prikhodko, Ph.D. Machine Learning

Pavel has worked for many years as a researcher and developer on a wide range of applications (varying from mechanics and manufacturing to social data, finance and advertising), building predictive systems and trying to find stories that data can tell.

In his free time, he enjoys being with his family.

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