For pretty much its entire history, Facebook has been afraid of losing touch with the kids.
Well, maybe not since its inception, as it came to prominence by superseding former youth champ MySpace. But likely because of how it overtook MySpace as the cool place to be, Facebook knows that it too can be trumped by the next big app, if such an option manages to gain significant traction among younger users. And that’s a fate that Facebook is desperate to avoid.
Enter Facebook’s latest attempt to stay cool with younger folk:
These screenshots are from a new app called Whale, which is now available to Canadian users via a company called NPE Team LLC. NPE – which stands for ‘New Product Experimentation‘ – is actually part of Facebook’s experimental app division, which is headed by former Vine GM Jason Toff.
Whale enables users to create their own memes with simplified templates and tools.
As per Whale’s App Store description:
“No distractions, no hidden subscription pricing. Use your own images or choose from our stock photo library and get creative with text, tools, effects, and more right inside the app.”
To use Whale, you first pick an image you want to use as your template – either your own or from the stock library. You can then add text, emojis and filters to turn your image into a meme. You can then save and share the image to various social networks direct from the app.
The functionality is fairly basic, but it may work as a means to help more people get involved in meme trends. If Whale offers up the latest meme templates, and simple ways for users to add their own spin, that could come in handy, and it could gain traction among younger user groups.
Which, as noted, Facebook would love. You can look to the growing list of Facebook’s previous youth app failures as an indicator of their enthusiasm for staying in touch with the next generation.
- Snapchat clone Poke (2012 – 2014)
- TikTok challenger Lasso (2018 -)
- Snapchat copy Slingshot (2014 – 2015).
- Cool kids app Lifestage (2016 – 2017)
- Houseparty replicant Bonfire (2017 – 2019)
- Snapchat messaging-like Threads (2019-)
You can also add the aforementioned AUX and Bump, and a range of others which have appeared then disappeared just as quick. It’s not entirely clear what Facebook gains from these experiments – but really, it only needs one to catch on, or even catch on a bit, in order to slow the momentum of the competition.
Whale doesn’t appear to have a direct comparison, though its likely aimed at the evolving tools of Giphy (which claims to have 300 million daily active users) and/or a range of other meme creation apps.
So will it work? As noted, it could have functional value, it could help more users lean into meme trends. It’s hard to say whether it’ll gain momentum, but Facebook will start by testing it out with Canadian users, then growing it from there if it makes sense.
More interesting, however, is to note what youth trends Facebook is looking to tap into. AUX is about sharing music, Bump is about connecting students through Q and A style messaging. Whale is about making memes. These are the areas that Facebook feels it can facilitate, either because there’s a gap in the market for such tools, or there’s a way that it can build apps which exceed similar offerings from the competition.
That could provide some indication of where The Social Network will look next in its mains apps also.
5 Effective Ways to Run Facebook Ads A/B Tests
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.
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.
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.