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Facebook ships an experimental app for couples

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Today, Facebook quietly released a new app for couples. Called Tuned, the new release is a multimedia messaging app designed to help significant others communicate.

The app is available for download in the U.S. and Canada, app analytics firm Sensor Tower tells us. Tuned was developed and released by Facebook’s New Product Experimentation (NPE) team. The division is — as the name suggests — very experimental and thus a bit quicker to pull the plug on projects if they don’t show traction.

The Tuned app arrives during a very interesting time for couples. Couples that live together are spending every waking moment in each other’s presence in the midst of quarantine and could probably never have less of a need for an app like this. For couples that don’t live together, there’s more of an appeal, as people are emboldened to build out digital toolsets to stay close with their partners during an unprecedented time.

The app is by all means just a messaging app that’s more focused on pushing updates and stickers to a singular person. Users can also integrate the app with Spotify to share songs, or use dedicated widgets to share how they’re feeling or what they’re up to. The company refers to the app’s feed as “scrapbook-style.”

It’s not integrated with the company’s dating platform, Facebook Dating; in fact, the most interesting quality of the app is the sheer lack of Facebook tie-ins.

For years, Messenger was the testing bed for Facebook’s social curiosities, but Messenger became too important and users weren’t responding positively to constantly seeing nominal changes in an app they frequently used. The issue is Facebook doesn’t have a default experimentation app anymore, and so these NPE team releases kind of force Facebook to get by with less user data and make judgment calls on how fast functionality can develop when starting from a standstill. It’s unclear how successfully this strategy is progressing. NPE Team’s only other release that’s still available, a Pinterest competitor named Hobbi, was released two months ago and has only received one review on the App Store — a one-star review.

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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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