Q4 2016 Report photoshop and lightroom social Media

Photoshop Overview

Photoshop Facebook

Organic Results

Paid Results

Facebook Insights

  1. Tutorials lead organic content in engagement and paid content that improves our followers’ Photoshop skills (e.g. #PsMystery and Julieanne Kost videos) performs especially well.
  2. Cross-promotion of the blog falls in the lower end of engagement because cross-promotion posts were posted as a link.
  3. Half of paid content was optimized for video views (zero posts optimized for video views in 2015,) which resulted in a significant increase in both reach and efficiency.

Actions

  1. Leverage our channels as a learning resource and consider adding an educational component to future Photoshop social campaigns.
  2. Consider allocating paid spend to all posts linking to the blog and test pairing posts with visual assets versus posting as links.
  3. Continue to leverage paid media for video content, when available.

Photoshop Twitter

Organic Results

Paid Results

Twitter Insights

  1. Optimizing paid Twitter campaigns for website clicks presents a higher cost per result and lower engagement than optimizing campaigns for engagement or video views.
  2. Tutorial content is top performing on Twitter (we post twice as much tutorial content on the platform.)
  3. Top performing post this quarter was the Photoshop product announcement. Twitter continues to be a successful platform for product news.

Actions

  1. Quality of engagement with website click campaigns is high so we will keep this in mind when evaluating cost per results moving forward.
  2. Continue to seek out tutorial content of all levels to establish Photoshop’s Twitter as a go-to resource for product education.
  3. Use Twitter for product-related news big and small, and test sharing multiple tweets for larger product announcements.

Photoshop YouTube

Organic Results

YouTube Insights

  1. Ken & Klem’s Collabograms video fell in the top 5 viewed videos of the quarter. As usual, videos with PR support see a higher spike in views after being distributed to multiple outlets.
  2. Views for Photoshop CC: 10 Things Beginners Want to Know How To Do and Hidden Gems in Photoshop CC 2017 were significantly higher than all other videos this quarter due to the learning promise found in each title.

Actions

  1. Leverage PR for all campaigns that include a YouTube video and be sure links to supporting YouTube videos are included in all pitches.
  2. Without falling into clickbait, consider increasing clarity of titles to convey a problem our audience wants solved.

Photoshop Instagram

Organic Results

Paid Results

Instagram Insights

  1. #Ps_BeStrange theme saw our highest volume of submissions to date (twice as many submissions as #Ps_TechArt and three times as many submissions as #Ps_ZeroCompromise.)
  2. Photo manipulation continues to outperform any other type of content on Instagram.
  3. Illustration and typography content fall in the lower end of engagement.

Actions

  1. Strive to be timely with theme selection, when available, and keep themes as straightforward as possible.
  2. Tailor content for the Instagram platform by seeking out photography-based content above other content types.

Photoshop Blog

Organic Results

Blog Insights

  1. Total page views are down this quarter due to high number of product releases in Q4 2015. Otherwise, there have been positive increases across the board.
  2. Highest performing posts were release and Collabograms posts.
  3. Lowest performing posts were the McMoons and Ben Von Wong posts due to the lack of paid promotion on social.

Actions

  1. Continue to post diverse content on the blog, featuring release posts, campaign-specific posts, influencer spotlights, etc.
  2. Consider promoting all blog posts (not limiting promotion to campaigns and releases) to increase visibility and engagement.

Lightroom Overview

Lightroom Facebook

Organic Results

Paid Results

Facebook Insights

  1. Lightroom Memento posts outperformed all other content buckets by 132% due to photo quality and strong CTA.
  2. Top-performing content buckets include astrophotography, urban, animal/wildlife, Adobe Stock, and landscape.
  3. Inspirational content outperforms tutorial content. However, Lightroom Coffee Break outperforms all other tutorial content by at least 70%.
  4. Photo and video content continue to perform very well on Facebook, while links do not.
  5. Decline in average impressions and increase in average cost per result is due to ad only/dark posts from this quarter (versus promoted posts) because they are specifically targeted and optimized for link clicks (increases cost per result.)

Actions

  1. Incorporate more direct calls to action in posts (both Adobe-owned and third-party.)
  2. Continue to incorporate urban content as well as experiment with new content buckets.
  3. Lightroom Coffee Break videos will continuing into Q1 2017, but we will also scale back on third party tutorials unless they are extremely compelling and very high quality.
  4. Continue limiting linked posts by utilizing native videos across channels.
  5. The cost per result for still reflects a successful quarter despite the increase over last year. Moving forward, we should expect to see this same trend if we are including dark posts in the quarterly campaign.

Lightroom Twitter

Organic Results

Note: there were no paid campaigns or promoted posts on Lightroom Twitter for Q4 2016

Twitter Insights

  1. Video content outperforms photo content by 77% and linked content by 269%. All of the video content this quarter was Lightroom Coffee Break, explaining the large margins.
  2. Top performing content buckets were astrophotography, animal, and landscape.
  3. Lowest performing content buckets were Lightroom Memento and Adobe Stock.

Actions

  1. Continue to limit the number of linked posts and increase the number of natively posted videos this quarter through Lightroom Coffee Break and other tutorial materials.
  2. Generally, Twitter is not a platform well-suited for comments, which was the purpose of the Lightroom Memento call to action. For similar campaigns, we can adjust the Twitter CTA to increase engagement.

Lightroom YouTube

Organic Results

YouTube Insights

  1. Views have declined significantly this quarter compared to Q4 2015 due to native posting across all social channels (none of our posts linked to the YouTube videos for Lightroom Coffee Break.)
  2. The decline in average engagement is likely due in part to the aforementioned, but also due to our growing subscriber base.

Actions

  1. Moving forward, when posting Lightroom Coffee Break videos, we will include a simple call to action in posts linking to the overall playlist (framed as "see more here.")
  2. As we incorporate calls to action into the Lightroom Coffee Break videos, we should see a bump in average engagements, but we also should expect an overall plateau in average engagements as the follower numbers continue to grow.

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