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How can you create effective variations for your social media tests?

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If you want to improve your social media marketing performance, you need to test different versions of your content and measure the results. A/B testing, or split testing, is a method of comparing two or more variations of a single variable, such as a headline, image, or call to action, to see which one performs better. But how can you create effective variations for your social media tests? Here are some tips to help you design and execute your experiments.

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Ryan James Jessup JD/MPA

1 Define your goal and metric

Before you start creating variations, you need to have a clear and specific goal for your test. What are you trying to achieve with your social media content? Do you want to increase engagement, reach, conversions, or something else? Once you have your goal, you need to choose a metric that can measure it. For example, if your goal is to increase engagement, you can use metrics like likes, comments, shares, or clicks. Make sure your metric is relevant, reliable, and easy to track.

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Ash M.

Senior Manager Digital Strategy at Cargill | Marketing and Communications
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A/B testing should be included in your marketing strategy. When setting up your marketing strategy for the fiscal year, you want to allocate a chunk of your budget for A/B testing. You also might want to already set up what are you trying to test with a clear objective of how does this A/B testing fit in line with your marketing and digital strategy. From there, you start thinking of your audience, looking at data from previous fiscal year and identify clear set of questions that you want to answer in this fiscal year. For example: - Does the audience I target engage more with clear CTAs? Or subtle? - do they enjoy long form or short form video? - carousels, do they engage my audience? - what format brings me highest web conversion?

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2 Choose one variable to test

To get accurate and meaningful results, you need to isolate one variable at a time and keep everything else constant. For example, if you want to test different headlines, you should use the same image, text, and link for both versions. If you change more than one variable, you won't know which one caused the difference in performance. You can test different variables in separate tests, but not in the same one.

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3 Create two or more variations

Once you have your variable, you need to create two or more variations of it. For example, if you are testing headlines, you can try different lengths, tones, formats, or keywords. The variations should be distinct enough to make a difference, but not too different that they change the meaning or context of your content. You can use tools like CoSchedule's Headline Analyzer or BuzzSumo's Headline Generator to help you create variations.

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Ash M.

Senior Manager Digital Strategy at Cargill | Marketing and Communications
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Change one thing only when A/B testing. There has to be one variable. It can be the content format (static, video, long form video, short form video, carousel…) or the headline. As the article mentions, don’t change the messaging too much.

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4 Split your audience and run your test

To run your test, you need to split your audience into two or more groups and show each group a different variation of your content. You can use tools like Facebook's Split Testing feature or Buffer's Tailored Posts to help you do this. Make sure you split your audience randomly and evenly, and avoid any external factors that could affect the results, such as time of day, holidays, or events. You should also run your test for a sufficient period of time, depending on your goal and metric.

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Ash M.

Senior Manager Digital Strategy at Cargill | Marketing and Communications
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When running an A/B test, you want to limit other noise coming out of your brand. A/B tests are performed via paid ads, you want to avoid running other campaigns targeting the same audience groups.

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5 Analyze and apply your results

After you run your test, you need to analyze and apply your results. You can use tools like Google Analytics or Sprout Social to help you collect and compare your data. You should look for statistically significant differences between the variations, and see which one performed better according to your goal and metric. You should also look for any insights or patterns that could explain the results, such as audience preferences, behaviors, or feedback. Based on your findings, you can apply the winning variation to your social media content, and use the learnings to create new tests and improve your strategy.

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Ryan James Jessup JD/MPA
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A/B test results are crucial for refining business strategies. By employing tools like Google Analytics or Sprout Social, you can meticulously collect and compare data to identify statistically significant differences between variations. Understanding audience preferences, behaviors, and feedback provides valuable context. These insights not only explain the results but also offer a roadmap for further optimization. In the dynamic landscape of digital marketing, these insights derived from A/B tests are indispensable for staying ahead and meeting the evolving needs of your audience.

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6 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 can you create effective variations for your social media tests?

1

2

3

4

5

6

1 Define your goal and metric

2 Choose one variable to test

3 Create two or more variations

4 Split your audience and run your test

5 Analyze and apply your results

6 Here’s what else to consider

Social Media Marketing

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How can you create effective variations for your social media tests?

1

2

3

4

5

6

1 Define your goal and metric

2 Choose one variable to test

3 Create two or more variations

4 Split your audience and run your test

5 Analyze and apply your results

6 Here’s what else to consider

Social Media Marketing

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