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cost-per-click (CPC) is down 2 percent year-over-year and 11 percent quarter-over-quarter, while clickthrough rate (CTR) rose 160 percent YoY and 20 percent QoQ. Facebook ad clicks overall were increased by 70 percent YoY and 48 percent QoQ. Impressions are up 40 percent YoY and 41 percent QoQ.

Comments on ad posts are up 16 percent YoY and 40 percent QoQ; likes are down 4 percent YoY and shares are up 2 percent. Engagement on video is up 25 percent YoY and 58 percent QoQ, showing that auto-play videos haven’t been as toxic as feared. Video plays are up 785 percent YoY and 134 percent QoQ after auto-play videos were implemented in Q4. Nearly 1/4 of all video plays on Facebook happen on Fridays. Posts with images still gain the most engagement, though the percentage of engagement for photo, link and text posts are all down YoY. Posts with links are up 77 percent YoY and 167 percent QoQ, as Facebook has made great strides in making link posts more visual. Most impressions in Q1 came on a Friday, with 15.7 percent of all impressions. Sunday is the least likely day to receive a comment on a post. Facebook referred revenue per visit is up 11 percent year-over-year and 2 percent quarter-over-quarter. Facebook produces 75 percent of traffic to retail sites, up 2 percent year-over-year and 13 percent quarter-over-quarter. Facebook refers 52 percent of social traffic to B2B high tech sites, up 34 percent year-over-year.

Twitter has now introduced consumer video uploading, purchased video analytics provider/influencer broker Niche, launched live streaming app Periscope and rolled out auto-play video.

Twitter’s mobile focus means that more than 90% of video views on the network come from mobile devices. For another, he said, Twitter is a superior place for the interaction between creators and their fans.

Niche is another Twitter-owned avenue that can help creators make money. Niche acts as an intermediary between video producers and brands, and Singh said Niche has doubled the amount it’s paying creators since Twitter acquired the company in February. (A Twitter spokesperson clarified that the average deal is now double the previous total.)