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Facebook to test downranking political content in News Feed

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After years of optimizing its products for engagement, no matter the costs, Facebook announced today it will “test” changes to its News Feed focused on reducing the distribution of political content. The company qualified these tests will be temporary, impact a small percentage of people, and will only run in select markets, including the U.S., Canada, Brazil, and Indonesia.

The point of the experiments, Facebook says, is to explore a variety of ways it can rank political content in the News Feed using different signals, in order to decide on what approach it may take in the future.

It also notes that COVID-19 information from authoritative health organizations like the CDC and WHO, as well as national and regional health agencies and services, will be exempt from being downranked in the News Feed during these tests. Similarly, content from official government agencies will not be impacted.

The tests may also include a survey component, where Facebook asks impacted users about their experience.

Facebook’s announcement of the tests is meant to sound underwhelming because any large-scale changes would be an admission of guilt, of sorts. Facebook has the capacity to make far greater changes — when it wanted to downrank publisher content, it did so, decimating a number of media businesses along the way. In previous years, it also took harder action against low-quality sites, scrapers, clickbait, spam, and more.

The news of Facebook’s tests comes at a time when people are questioning social media’s influence and direction. A growing number of social media users now believe tech platforms have been playing a role in radicalizing people, as their algorithms promote unbalanced views of the world, isolate people into social media bubbles, and allow dangerous speech and misinformation to go viral.

In a poll this week, reported by Axios, a majority of Americans said they now believe social media radicalizes, with 74% also saying misinformation is an an extremely or very serious problem. Another 76% believe social media was at least partially responsible for the Capitol riot, which 7 in 10 think is the result of unchecked extreme behavior online, the report noted.

Meanwhile, a third of Americans regularly get their news from Facebook, according to a study from Pew Research Center, which means they’re often now reading more extreme viewpoints from fringe publishers, a related Pew study had found.

Elsewhere in the world, Facebook has been accused of exacerbating political unrest, including the deadly riots in Indonesia, genocide in Myanmar, the spread of misinformation in Brazil during elections, and more.

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Facebook, however, today argues that political content is a small amount of the News Feed (e.g. 6% of what people in the U.S. see) — an attempt to deflect any blame for the state of the world, while positioning the downranking change as just something user feedback demands that Facebook explore.

TechCrunch

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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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