How do you test new social media features?

1 Identify your goals

Before you test any new feature, you need to define what you want to achieve with it. Do you want to increase your reach, engagement, conversions, or something else? How will you measure your success? What are your key performance indicators (KPIs) and benchmarks? Having clear and specific goals will help you design your tests and evaluate your results.

2 Choose your features

You can't test every new feature that comes out, so you need to prioritize the ones that are most relevant and promising for your goals. You can do some research and analysis to find out what features are popular, trending, or underused by your competitors or audience. You can also look for features that align with your brand voice, values, and message. For example, if you want to showcase your social impact, you might want to test Instagram's donation stickers.

3 Plan your tests

Once you have your goals and features, you need to plan how you will test them. You can use different methods and tools, such as A/B testing, surveys, polls, analytics, or feedback forms. You should also decide how long you will run your tests, how often you will check your data, and how you will compare your results with your benchmarks. You should also consider any ethical, legal, or privacy issues that might arise from your tests.

4 Execute your tests

Now you are ready to execute your tests and see how your new features perform. You should follow your plan and monitor your data closely. You should also be flexible and adaptable, as you might encounter some challenges or opportunities along the way. For example, you might need to adjust your budget, content, or timing based on your results or feedback. You should also document your tests and results for future reference.

5 Analyze your results

After you finish your tests, you need to analyze your results and see what they tell you about your new features. You should look for patterns, trends, and insights that can help you improve your strategy and performance. You should also compare your results with your goals, KPIs, and benchmarks, and see if you met or exceeded them. You should also identify any gaps, errors, or limitations in your tests or data.

6 Apply your learnings

The final step is to apply what you learned from your tests to your social media marketing strategy. You should use your results and insights to optimize your content, campaigns, and channels. You should also share your learnings with your team, clients, or stakeholders, and get their feedback and input. You should also keep testing and learning from new features, as social media platforms are always evolving and changing.

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?