In today’s blog, we’re learning how to test organic posts on Facebook using their new split test tool. If you run ads regularly on Facebook, you’ve probably used the app’s split test tool to determine which ads performed better. Now, that tool is available for testing organic Facebook posts. Anyone with admin privileges to your page can access this valuable tool.
The gist of the test is to create two to four organic posts and then release those posts to a small sample of your audience to determine which post receives the best response. Once the test is complete, the post with the best results is automatically displayed on your page and shown to your entire audience.
Why the Post Testing Tool is Important
If you’ve used a split test to test your Facebook ads, you already know how valuable a post-testing tool can be to your campaign strategy. The new organic post-testing tool helps you measure your post’s performance while revealing invaluable insight into your audience and what gains their response.
With the post-testing tool, you can see what post elements are resonating with your audience and which ones could use improvement. You’ll also be able to identify trends that inform your decisions about future campaigns.
How to Use the Post Testing Tool
The post-testing tool is located in your Creator Studio. You can find the Creator Studio by clicking on the Publishing Tools link in the left-hand navigation bar. Once you’ve opened the Studio, select your page and then click inside the Content Library located on the left-hand navigation bar. Click the Post Testing link and then the blue Start Testing Now button that pops up after the click.
From here, the steps are basically the same for all post types. For example purposes, we’ll share how to split test video content. It’s important to note that video posts can only be tested against other video posts. Posts with texts, images, or a link can be tested against each other.
On the testing page, you’ll see that video is automatically selected. So, all you’ll need to do is click the upload button and then fill out your post’s title, description, and other details to help you locate the post later. This information is only visible to you and other admins of the page.
Repeat these steps with your other prepared video testing posts. On the same screen, you’ll see the option to select the metric you want to test. Metrics include comments, shares, one-minute video views, reactions, people reached, and links clicked.
Next, select Schedule Test at the bottom of the screen. Here, you’ll decide how long the test will run. Facebook’s default setting is 30 minutes but you can run the test for as little as 10 minutes or up to 24 hours. The time of the test is up to you, but it should be long enough to measure the results you’re looking for.
To get the most accurate results, only run a split test during times when people are online. If you run a 24-hour test and get results sooner than expected, you can end the test and schedule the winning post manually. Once the test is complete, the results will be available in the Creator Studio.
And that’s it! We encourage you to start using this invaluable resource as soon as possible.
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