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Facebook Outlines How to Make Best Use of Organic Video Testing in Creator Studio



Here’s a helpful overview of a tool that many users are likely not aware exists.

Last September, Facebook began rolling out a new organic video post testing tool in Creator Studio, in order to help creators A/B test aspects of their video posts. And late last week, Facebook published a new overview on how to make best use of the new tool to maximize your Facebook video performance.

As outlined by product marketing manager Prab Kumar, organic post testing enables you to test different variations of a video post against one another, in order to find a ‘winner’ which you then publish to your Page.

As explained by Kumar:

“We know that video creators and publishers have a lot of creative decisions that they make. There’s creative decisions you make about the actual video, like what’s in the video, things like aspect ratio and other production-related creative decisions. And then there’s creative decisions around the actual posts, like what goes into the post description, what’s the title of the video, do you use emojis in your post description, what’s the thumbnail.”

The post testing option is designed to help answer some of these questions, by enabling you to try out different variations of your video posts, which are then shared with a sampling of your audience, based on the time allotted for each test. You’ll then get insights into which post saw the most response, and you can publish that post to your full audience.

Within the post testing option – which is available in the ‘Content Library’ section in Creator Studio – you can create up to four variations of a video post, which, as noted, will then be ‘tested’ with a portion of your audience. Then, based on the parameters you set (i.e. impressions or time), Facebook will give the ‘winning’ post further distribution beyond its initial test audience.

Facebook post testing

As you can see on the left, within the post testing fields, you can select the key metric/s you want to test for, and the test duration. Once that test period is over, Facebook will publish the winning post to your Page, based on the metrics you’ve selected. The other test variants will remain in your content library but will not be published to your Page.

Currently, Facebook has five duration options for your video tests:

  • 10 minutes
  • 30 minutes
  • 1 hour
  • 3 hours
  • 24 hours

Kumar says that the system will default to 30 minutes for a test, which is generally a pretty good amount of time, “but you need to work out what works best for you”. Kumar advises that Page managers run tests for the shortest amount of time to see results, as this will limit the amount of people who are seeing your ‘losing’ posts, which will vary based on audience size.

Interestingly, Kumar also notes that you can schedule a test for a video you want to publish at a certain time.

“If you want a video to drop at around noon tomorrow, and you want to run a test for about an hour prior, you can schedule a test and the scheduling options will allow you to choose when the winner will drop to your Page, and we will backward calculate when we need to get the test running, including processing times, etc., so that the test will have results, and a winner will be posted to your Page at the time you want it.”

Kumar notes that the testing tool can be a valuable way to learn what works in video content, and can help Pages maximize reach and resonance with their audience. 

Kumar also provides some additional pointers, noting that users should: 

  • Avoid make long-term creative strategy choices based on one test
  • Analyze the full results of their tests, not just their focus metrics
  • Analyze your retention curves over time to ensure you’re maximizing your optimization recommendations

Given the focus on video content, organic post testing could be a valuable tool in your Facebook arsenal, and considering that it’s freely accessible within Creator Studio, it makes sense to try it out in order to ensure you’re maximizing your video efforts.

Kumar says that post testing is being rolled out, and should be available to most Creator Studio users.



Iran pop singer silenced, but his song remains a protest anthem



Shervin Hajipour's song "Baraye" draws on the tweets of Iranians longing for a normal life

Shervin Hajipour’s song “Baraye” draws on the tweets of Iranians longing for a normal life – Copyright Indo-Tibetan Border Police (ITBP)/AFP –

David Vujanovic

Even though he has been silenced, Iranian pop singer Shirvin Hajipour’s impassioned song in support of protests over Mahsa Amini’s death in custody remains an unofficial anthem of the movement.

The song “Baraye” notched up 40 million views on Instagram before it was deleted when Hajipour was arrested, but he has since been freed on bail and has distanced himself from politics, likely as a condition for his release.

Baraye, the Persian word “For” or “Because”, is composed of tweets about the protests and highlights longings people have for things lacking in sanctions-hit Iran, where many complain of hardship caused by economic mismanagement.

It also draws on everyday activities that have landed people in trouble with the authorities in the Islamic republic.

“For the sake of dancing in the streets; Because of the fear felt while kissing; For my sister, your sister, your sisters,” the song’s lyrics say.


“Because of the embarrassment of an empty pocket; Because we are longing for a normal life… Because of this polluted air.”

Baraye has been heard played loudly at night from apartment blocks in Iran to show support for protests sparked by Amini’s death on September 16, after the notorious morality police arrested her for allegedly breaching rules requiring women to wear hijab headscarves and modest clothes.

It was also sung with gusto by the Iranian diaspora at rallies in more than 150 cities around the world at the weekend.

In one clip shared by the New York-based Center for Human Rights in Iran, a group of schoolgirls without headscarves is seen singing Baraye in class with their backs to the camera.

The tune was removed from Hajipour’s Instagram account shortly after his arrest but is still widely available on other social media platforms, including Twitter and YouTube.

– ‘Because of forced Instagram stories’ –

Hajipour’s lawyer Majid Kaveh said he was released on bail at noon on Tuesday.

The reformist Shargh newspaper said his family had been informed of his arrest in the northern city of Sari on Saturday, in a report that cited his sister Kamand Hajipour.


She had said in an Instagram post that her parents had been informed of his arrest in a call from the city’s intelligence ministry offices.

Shortly after his release, Hajipour was back on Instagram, but this time to apologise and distance himself from politics.

“I’m here to say I’m okay,” he told his 1.9 million followers on the platform.

“But I’m sorry that some particular movements based outside of Iran — which I have had no relations with — made some improper political uses of this song.

“I would not swap this (country) for anywhere else and I will stay for my homeland, my flag, my people, and I will sing.

“I don’t want to be a plaything for those who do not think of me, you or this country,” he added.

In response to his post, many on Twitter suggested the line “Because of forced Instagram stories” should be added to the lyrics of the song.

Human rights groups including Article 19 have repeatedly called on Iran to end its use of forced confessions, which they say are false and extracted under duress or even torture.


In one recent case, a young Iranian woman, Sepideh Rashno, disappeared after becoming involved in a dispute on a Tehran bus with another woman who accused her of removing her headscarf.

She was held by the powerful Islamic Revolutionary Guard Corps and appeared on television in what activists said was a forced confession before being released on bail in late August.

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