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

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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.

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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: 

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  • 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.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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