How do you test and experiment with different social media platforms and tactics?

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Social media is a dynamic and competitive field, where you need to constantly adapt and improve your strategies to reach and engage your audience. But how do you know which platforms and tactics work best for your goals, and how do you measure their effectiveness? In this article, you will learn how to test and experiment with different social media platforms and tactics, using a simple and practical framework.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker |…

1 Define your objectives

Before you start testing and experimenting, you need to have a clear idea of what you want to achieve with your social media efforts. Do you want to increase brand awareness, generate leads, drive traffic, or boost sales? Depending on your objectives, you will need to choose the most relevant metrics and indicators to track your performance. For example, if you want to increase brand awareness, you might focus on metrics like reach, impressions, followers, and mentions. If you want to generate leads, you might look at metrics like clicks, conversions, leads, and cost per lead.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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Goals could be as simple as ~ more book sales ~ increase webinar attendance ~ web traffic ~ donation dollars ~ foot traffic and more!

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2 Choose your platforms

Once you have defined your objectives, you need to decide which social media platforms are the most suitable for your target audience and your content. You don't have to be present on every platform, but you should focus on the ones that offer the most potential and value for your niche and industry. To choose your platforms, you can do some research on the demographics, preferences, and behaviors of your ideal customers, and compare them with the characteristics and features of each platform. For example, if you want to reach a younger and more visual audience, you might consider platforms like Instagram, TikTok, or Snapchat. If you want to reach a more professional and B2B audience, you might opt for platforms like LinkedIn, Twitter, or Medium.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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To find the best platforms for your brand, I suggest a competitor analysis. Analyze 4/5 competitors to see where they are active (platforms) and what and when they are posting. You will find opportunities for your own business to excel on the same platforms with better tactics, or test our new platforms where your competition is lacking. This should be your starting point, then add more platforms as you see success and further develop your content strategy.

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3 Test your content

After you have selected your platforms, you need to test your content to see what resonates with your audience and what drives the desired actions. You can test different types of content, such as text, images, videos, podcasts, infographics, or live streams, and see how they perform in terms of engagement, reach, and conversions. You can also test different formats, tones, styles, lengths, and frequencies of your content, and see how they affect your metrics. For example, you can test whether short or long captions work better for your Instagram posts, or whether humorous or informative tweets get more retweets and likes.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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Test both organic content and paid content. Don't be afraid to test trends, format, and frequencies, but be sure to be consistent in your posting content frequency.

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4 Experiment with tactics

Besides testing your content, you can also experiment with different tactics to optimize your social media strategy and increase your ROI. You can experiment with tactics such as hashtags, keywords, tags, mentions, captions, CTAs, stories, reels, polls, stickers, filters, or ads, and see how they influence your results. You can also experiment with tactics such as collaborations, influencer marketing, user-generated content, contests, giveaways, or live events, and see how they boost your engagement and reach. For example, you can experiment with using different hashtags for your LinkedIn posts, or partnering with an influencer for your TikTok videos.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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Tactics can change as you find new ways to post, new features, and new ideas. Your strategy and goals should remain intact as your tactics are short-lived and can be agile!

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5 Analyze your data

The key to testing and experimenting with different social media platforms and tactics is to analyze your data and draw insights from it. You need to use tools and methods that allow you to collect, measure, and interpret your data in a meaningful and accurate way. You can use tools such as Google Analytics, Facebook Insights, Twitter Analytics, or Instagram Insights, or other third-party tools that offer more advanced features and functionalities. You can also use methods such as A/B testing, split testing, or multivariate testing, that allow you to compare different versions of your content or tactics and see which one performs better.

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6 Implement your learnings

The final step of testing and experimenting with different social media platforms and tactics is to implement your learnings and apply them to your future strategy. You need to use the data and insights that you have gathered to identify what works and what doesn't work for your objectives, platforms, content, and tactics. You need to keep doing more of what works, and stop doing or improve what doesn't work. You also need to keep testing and experimenting on a regular basis, as social media trends and algorithms change frequently and you need to stay updated and relevant.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you test and experiment with different social media platforms and tactics?

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1 Define your objectives

2 Choose your platforms

3 Test your content

4 Experiment with tactics

5 Analyze your data

6 Implement your learnings

7 Here’s what else to consider

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