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Daily Crunch: Facebook makes it easier to view a non-algorithmic News Feed

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Facebook has some thoughts and updates about its News Feed, Siri gets some new voices and Tonal becomes a unicorn. This is your Daily Crunch for March 31, 2021.

The big story: Facebook makes it easier to view a non-algorithmic News Feed

Facebook highlighted features today that should make it easier for users to see a version of the News Feed that isn’t shaped by the company’s algorithms. These include a Favorites view that displays posts from up to 30 of your favorite friends and Pages, as well as a Most Recent view, which just shows posts in chronological order. Some of these options existed previously, but they’ll now be easily accessible through a new Feed Filter Bar.

At the same time, the company’s VP of Global Affairs, Nick Clegg, pushed back against criticism of the company’s algorithmic News Feed, saying that personalization is common and useful across the web, though he added, “It would clearly be better if these [content] decisions were made according to frameworks agreed by democratically accountable lawmakers.”

Speaking of content decisions, Facebook also cautioned Donald Trump’s daughter-in-law Lara Trump today for posting an interview with the former president, who has been banned from the social network.

The tech giants

Apple adds two brand new Siri voices and will no longer default to a female or male voice in iOS — This means that every person setting up Siri will choose a voice for themselves.

Instagram officially launches Remix on Reels, a TikTok Duets-like feature — Remix offers a way to record your Reels video alongside a video from another user.

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Spotify adds three new types of personalized playlists with launch of ‘Spotify Mixes’ — Your Spotify Mixes will include artist mixes, genre mixes and decade mixes.

Startups, funding and venture capital

Strength-training startup Tonal crosses unicorn status after raising $250M — To date, the at-home fitness tech startup has raised $450 million.

Apple invests $50M into music distributor UnitedMasters alongside a16z and Alphabet —  The focus of UnitedMasters is to provide artists with a direct pipeline to data around the way that fans are interacting with their content and community.

Diversity-focused Harlem Capital raises $134M — Apparently 61% of Harlem Capital’s Fund I portfolio companies are led by Black or Latinx executives, while 43% are led exclusively by women.

Advice and analysis from Extra Crunch

Five machine learning essentials nontechnical leaders need to understand — For engineering and team leaders without an ML background, the incredible pace of change can feel overwhelming and intimidating.

What to make of Deliveroo’s rough IPO debut — After a lackluster IPO pricing run, shares of Deliveroo are lower today, marking a disappointing debut for the hot delivery company.

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Embedded procurement will make every company its own marketplace — Merritt Hummer of Bain Capital Ventures argues that with embedded procurement, businesses will buy things they need through vertical B2B apps.

(Extra Crunch is our membership program, which helps founders and startup teams get ahead. You can sign up here.)

Everything else

Report finds going remote made workplaces more hostile for already marginalized groups — The Project Include report is based on a survey of about 2,800 people and interviews with tech workers and subject matter experts in numerous countries and industries.

The Weeknd will sell an unreleased song and visual art via NFT auction — Abel Tesfaye, the Super Bowl-headlining musician known as The Weeknd, is the latest artist to embrace the excitement around NFTs.

Here’s what you don’t want to miss tomorrow at TC Early Stage 2021 — The event will include a wide range of presentations that span the startup ecosystem.

The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 3pm Pacific, you can subscribe here.

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5 Effective Ways to Run Facebook Ads A/B Tests

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Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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