Vet Your Social Marketing Message with A/B Testing
You've been working on a very impressive project, and now you want people to pay attention to it. For this very reason, we can all say "Thank you social media!" Thank you for making the world smaller and for putting communication with anyone in our pockets and in our purses.
You do in fact have the ability to contact and influence just about anyone in the world with social media platforms. The caveat is that once you know who you want to target with your message, you need to figure out the best ways to communicate with them so that they take the action that you want them to. The purpose of this article is to introduce the strategy of A/B testing so that you will know the best way to communicate to your target audience.
To begin, what is A/B testing? In their social media marketing certification course, Stefi Decker and Randy Hlavac talked A/B testing as the act of throwing everything against the wall and seeing what sticks. In How to Implement A/B Testing for Social Media Campaigns, Megan Biondi described A/B testing as the way to achieve the holy grail of social media posting.
To effectively A/B test, you need to hold two variables constant while testing one other. Your variables are (1) image, (2) copy, (3) posting time. This means that you will need to take some time and plan out variations of an image you will push out at the same time with the same copy.
Once you find an image that proves popular, keep the image and time constant, and change the copy.
Once you find a copy and image combination that works well, push that combination out at different times.
Keep track of your engagement rates during the testing process, and this will be instrumental in telling you how your target market responds.
This process of A/B Testing turns the unrecognizable masses of people into individuals with preferences and sentiments.
What does this look like in action? Kristina Cisnero writes about this in How Social Media Can Help You With Your Next A/B Test. The are so so so many things that A/B Testing can help with. Among them are:
Calls to Action
And the great news about all of this is that there are endless possibilities to what you can apply this strategy to. Like most good research, this testing will open up more questions, and iterative testing will give you more avenues that will allow you to achieve the holy grail of posting and get people paying attention to your great idea!