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Facebook’s Adding More Elements to its Organic Post Testing Tool to Help Optimize Performance



After initially launching its organic post testing option for video in Creator Studio last year, Facebook is now rolling out an update, with a new layout, and expanded post options, helping to provide more guidance in your Facebook posting strategy.

Facebook post testing

As you can see in these screenshots, posted by social media expert Matt Navarra, Facebook’s new post testing platform now enables testing of different post formats, including text, link and image posts, providing more opportunities for your audience experiments.

Facebook post testing

For each test, you can choose a key metric to measure – either Comments, Shares, Reactions, People Reached or Link Clicks. Based on this, you can then formulate a test to optimize for your focus response, with each post variant then shown to a sample selection of your audience to measure how they react.

You can compare all elements of your post creative, including titles and thumbnails, while you can also compare image link and text posts against each other, while video can only be tested on a like-for-like (video-for-video) basis.

You can run your tests for up to 24 hours, which would then enable you to re-post or boost the most effective version, while also, again, providing valuable insights into audience preferences for future planning.

Facebook post testing

It’s similar to Facebook’s Ad Experiments in Ad Manager, which enables you to compare ad creative, with a view to maximizing spend. Organic post testing is a little different, in that you’re not definitively paying to maximize the best performer, but the concept and process is essentially the same, with an initial sampling of audience response driving better posting decisions.

In previous iterations, Facebook has ensured that organic post tests are not shown to the sample audience more than once – so if your follower sees the test post, he/she won’t also see the final version you go with, while only the final variation will remain on your Page, with the discarded tests being dropped from view.

Facebook has been refining its organic post testing tools for some time, with initial variations of organic post testing spotted back in 2018. It’s not clear if Facebook is rolling out this new version to all users as yet – we’ve asked for more info from Facebook and we’ll update this post if/when we hear back.

But if you do get access, it could be a good option, providing more direct insight into what Facebook users respond best to, and how you can either grow your audience, or drive more clicks, dependent on your goals.

If you do have access, you’ll be able to try out the new options by going to ‘Create Posts’ > ‘Create Post Tests’ in Facebook Creator Studio.



Twitter Launches Election Integrity Features Ahead of US Midterms



Twitter Launches Election Integrity Features Ahead of US Midterms

The US midterms are coming up, and Twitter’s working to get ahead of any potential misuse of its platform to spread misinformation around the candidates, with a range of improved election integrity features, as well as new, curated election info hubs to help boost credible updates.

First off, Twitter’s activating enforcement of its Civic Integrity Policy, giving it more capacity to limit the spread of misleading tweets.

As per Twitter:

The Civic Integrity Policy covers the most common types of harmful misleading information about elections and civic events, such as: claims about how to participate in a civic process like how to vote, misleading content intended to intimidate or dissuade people from participating in the election, and misleading claims intended to undermine public confidence in an election – including false information about the outcome of the election. Tweets with this content may be labeled with links to credible information or helpful context, and Twitter will not recommend or amplify this content in areas of the product where Twitter makes recommendations.”

Twitter launched a new set of tweet labels last November, which include additional notes on why the tweet has been labeled.

Those add-on tags have proven to be effective in limiting the spread of false information, with Twitter reporting its updated label formats increased ‘Find out more’ click-through rates by 17% (meaning more people were clicking labels to read debunking content), while they also led to notable decreases in engagement with labeled Tweets.

Twitter’s also bringing back its prebunks to further limit the spread of misleading reports.

Twitter election prebunks

Prebunks aim to provide context on potentially misleading election trends, limiting false reportage about the same.

“Over the coming months, we’ll place prompts directly on people’s timelines in the US and in Search when people type related terms, phrases, or hashtags.” 

Twitter’s also launching new election info hubs in Explore, with updates curated by Twitter’s team, along with its labels on candidate profiles to make it clear who they are and what position they’re running for.

Twitter election labels

Twitter will also be promoting media literacy tips on @TwitterSafety, to help users educate themselves on ways to avoid misinformation.

Twitter election misinfo

The combination of initiatives should help to limit the spread of misinfo around the polls, and keep Twitter users informed. Which is important, because while Twitter’s audience is only small, in comparison to other social apps, Twitter is the home of real time news and updates, which means that much of the news that’s initially shared on Twitter then gets aggregated to other platforms as a result.

Many of the most passionate, active news followers stay up to date via tweet, and if Twitter can ensure that these people are not receiving incorrect info to begin with, that can actually have a big impact on the broader news ecosystem.

Which is why all of these elements are more important than, on the surface, they may seem.

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