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Meta’s creator-friendly plan for reels

ET BrandEquity

India's premier source of information, news and opinion on the Marketing and Advertising

发布日期: 2023年11月3日

Creators on Facebook are getting a handful of new tools on the platform — including the ability to test how different Reels perform against each other.

One notable feature is a Reels A/B testing tool. A/B testing is a common marketing and publishing tactic where two versions of a piece of content — say, a newsletter or article — are published to see which one drives more engagement. On a news article, for example, publishers often test several different headlines to see which one readers respond to the most.

Meta, the parent company of Facebook, has introduced new tools for content creators to enhance their presence on the platform. One of the latest features is the Reels A/B testing tool, which enables creators to test different captions and thumbnails to understand which ones perform better.

Meta also announced a few features that could make managing content a little easier. On a creator’s professional dashboard, they’ll now be able to see how all of their posts are performing and take actions like hiding posts from their profile or moving them to the trash.

This tool also allows for testing up to four different captions or thumbnails while creating a Reel on mobile. The results of the test will be displayed in the creator's dashboard and the winning variant will be automatically showcased on the profile or page unless changed.

Furthermore, Meta has introduced an achievements hub in the professional dashboard, where creators can track their progress across education, stars and Reels. A new achievement called ‘Reels Streaks’ can be earned by consistently posting Reels weekly – a feature that was earlier on Indian social media platforms like Sharechat and Moj.

To provide creators with a comprehensive understanding of their content's performance, Meta has included a content management tool in the professional dashboard, enabling creators to view all their posts, reels, and videos in one place.

The company's also working on incorporating generative AI to help create unique caption and thumbnail options, though that feature is still being worked out.?

The ultimate goal here is to ensure user-generated content gets as many eyeballs as possible. This increases Facebook's traffic and potentially gives creators some money in the process, thanks to Meta's bonus program.

These features have been introduced on Facebook and not Instagram, as Reels are more integral to the latter than the former. Only time will tell whether the influencers will wait to create till the company debuts these tools for Instagram users or go back to the Millennials’ entertainment screens.