In usual circumstances, search engines would be the number 1 tool in helping to drive traffic to websites. However, in 2014, this statistic dramatically changed.
According to Shareaholic, the top 8 social networks drove 31.24% of overall traffic to sites in December 2014. This information was key to consider as marketers and brands could budget their spends on social media appropriately, especially as the figures prove that social media can drive more traffic to websites.
These stats by Shareaholic looks at how Facebook, Pinterest, Twitter, StumbleUpon, Reddit, Google+, LinkedIn, and YouTube all performed. Their report has 3 sections in order to thoroughly analyse and compare social media traffic trends:
- Social referrals over Q4 2014 (September – December 2014).
- Social referrals year-over-year for 2014 (December 2013 – 2014).
- Social referrals over 3 years (December 2011 – 2014).
From September – December 2014 only Facebook and StumbleUpon grew their share of traffic. Facebook had 24.63% share of traffic and Pinterest drove 5.06% of overall visits to sites:
Facebook’s share rose 59.58% (9.20 percentage points) peaking at 25.06% in October 2014, while Pinterest experienced a 5.82% year-over-year increase (0.28 percentage points). YouTube’s share dropped 93.24%:
Facebook drove a quarter of all overall traffic – it sent 24.63% of the total visits publishers received in December 2014. Pinterest’s share of traffic hit a high at 7.10% in March 2014 but has declined since then, with the six remaining platforms making up less than 2% of total web traffic.
Since 2011, YouTube has experienced a severe decrease of 94.76% in share of traffic, whereas Facebook clearly dominates on share of traffic to sites over the last 3 years reaching nearly 25%.
Overall it is clear social media drives traffic to sites although some do this more successfully than others, as many have significantly declined in the last 3 years. It is important to take this into consideration when forming and creating a social media strategy for your brand or business.
What social media platform do you personally think has helped to drive traffic to your site? Let us know!
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