Q1 2017 Report Photoshop and lightroom Social Media

Photoshop Overview

Photoshop Facebook

Organic Results

Paid Results

Facebook Insights

  1. The restoration before & after post saw the most engagement by an enormous amount, showing how our audience loves to see the power of Photoshop.
  2. Trending pieces of content like Steve McMenammy’s Combo Photos perform especially well.
  3. Photo manipulation tutorials are significantly more successful than design-based tutorials. Double exposure tutorials fell in the lower end of engagement, suggesting that the style may be on its way out, at least among our Facebook audience.

Actions

  1. Prioritize before & after shots as a good way to give our audience something to aspire to.
  2. We’ll continue to seek out trending content relevant to our audience and potentially work with influencers like Steve McMenammy who are well-recognized by our audience.
  3. Continue testing double exposure content to determine if the trend has faded among our fans.

Photoshop Twitter

Organic Results

Paid Results

Twitter Insights

  1. Ted Chin’s Instagram cross-promotional post was one of the top engaging posts of the quarter and drove over 300 clicks to Instagram.
  2. Promotion of live events falls in the bottom of overall engagement, however link clicks often exceed engagement on these posts.
  3. Our growth in followers this year compared to this time last year can be attributed to the Twitter algorithm, which was implemented in March 2016.

Actions

  1. Test using more of our Instagram content across channels as a way to drive to Instagram and deliver high-quality content to our audience.
  2. The objective of promoting live events is to raise awareness of the events off-channel, so link clicks is a better indication of performance. However, we’ll continue to be selective with these posts.

Photoshop YouTube

Organic Results

YouTube Insights

  1. Our top-5 performing YouTube videos are beginner tutorials, showing that users look to YouTube as a place to learn and get started in Photoshop.

Actions

  1. Seek to upload more tutorial content to our YouTube channel via our Evangelists, and consider the beginner angle for YouTube specifically.

Photoshop Instagram

Organic Results

Paid Results

Instagram Insights

  1. Third party video content from #Ps_In Motion produced some of our most engaging content to-date.
  2. At 9.5K submissions, #Ps_InMotion also saw our highest number of submissions to-date, showing our audience has appetite for experimenting with video.

Actions

  1. Consider integrating more video content into our ongoing themes, when available.

Photoshop Blog

Organic Results

Blog Insights

  1. Decreases across the board likely due to a combination of factors: anomalies in Q1 '16 (DNG post with 15.9k views) and Q1 '17 (Eric Chan post with 301 views), inauguration (1/20/17) coverage dominating media, and paid cross-promotion of blog posts.
  2. Cross-promoted blog posts with paid spend outperform those without.

Actions

  1. Continue cross-promoting blog posts on social with paid spend.
  2. Proceeding with Location Spotlight series and more PR integration.

Lightroom Overview

Lightroom Facebook

Organic Results

Paid Results

Facebook Insights

  1. This quarter, the 10 Year Anniversary post, Lightroom Memento post and Photoshop blog cross-promotional posts performed best on Facebook.
  2. In everyday social content, Water, Astrophotography, and Urban content buckets performed best while Live class, Tutorial, and Arts and Humanity content saw lower engagement.
  3. Paid results this quarter show a direct positive correlation between increased paid spend and increased engagement.

Actions

  1. The upcoming Lightroom Brand Affinity campaign will likely perform similarly to anniversary and creative campaign posts so we are looking forward to those engagement results.
  2. Continue to increase cadence and test new content buckets (e.g. Water, Urban, Aerial) and decrease the frequency of Live class and Tutorial content.
  3. Continue to use paid promotion to optimize engagement on Facebook as the platform remains "pay to play".

Lightroom Twitter

Organic Results

Twitter Insights

  1. Video and photo content outperformed GIF and linked content.
  2. Top performing content included the 10 Year Anniversary post and Corporate release posts as well as Editorial, Aerial, and Astrophotography content buckets from everyday social, while Photoshop blog cross-promotion, Live class, and Lightroom Memento saw the lowest performance.

Actions

  1. Continue using strong visuals on the platform, while avoiding GIF content.
  2. Focus on more Editorial content, still avoiding workflow, using strong visuals, and optimizing calls-to-action, as well as testing new content buckets based on photography trends.

Lightroom YouTube

Organic Results

YouTube Insights

  1. Top-performing content this quarter was Lightroom Coffee Break while the remaining video content was related to the Lightroom CC 2015.8 / 6.8 release blog post.
  2. The increase in videos on the channel this quarter resulted in increased views and engagement.

Actions

  1. Continue leveraging Ben Warde's tutorial knowledge and content.
  2. Consistently post videos to YouTube and link to playlists in cross-promotional posts to increase traffic to the YouTube channel.

Credits:

Created with images by jimenezpiaf - "abstract acrylic painting"

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