Why A/B Testing is a Must-Do for Your Social Media Strategy

Online videos are an indispensable part of your social media strategy, but how do you know if consumers are engaged? What social media statistics let you know what they like and dislike? How can you update social videos quickly before your competitors take the ball and run? A/B testing of your social videos quickly gives you the social media statistics you need for a flawless social media strategy.

A/B testing was easier when the internet was a text-based medium. You could easily A/B test by moving around a few headlines and sentences. Now that the web is driven primarily by social video, how can you create, produce, edit, measure, and adjust multiple variations of social marketing videos without a full-time video team or a king-sized budget? Who has the time or money for that? You do- with Magisto’s easy A/B video testing tools.

What is A/B Video Testing?

Put simply, A/B video testing compares two (or more) versions of the same social video to determine which one produces the best results and why. A/B testing is one of the most effective ways to improve engagement and conversion rates of campaigns- giving you the social media statistics you are looking for.

What might appear to be a small detail at first glance could make or break a campaign. In order to yield results, all components of your social video must hit all cylinders and be optimized specifically for the target audience. Below is a list of things that you can test and optimize for in your social media strategy:

Who is your audience? Think about gender, demographics, and geography.

What platform? Are you focused on Facebook, Instagram, YouTube, or a website?

What is the user location in the marketing funnel? Are you looking to generate awareness, lead generation, conversion, or retention?

Is the type of creative right? Test the length, visual style, copy, music, and call to action.

The three best starting points of A/B testing in social video are supporting copy and video text, splash screens or thumbnails, and calls to action because they can easily be switched in your social video. After testing, success can be measured by click totals or click-through-rates (CTR), but whichever measurement you choose, make sure it’s determined in advance.

Testing Social Video Supporting Copy

Promotional copy alone can determine whether or not your audience ends up in the right location to view your social video. And once viewed, the copy can again have a huge impact. For example, Facebook copy that drives readers to watch your social video must be compelling and encourage viewers to stop what they’re doing and click play. Like all A/B testing, it’s important to tweak only one component of the copy at a time. This will help you measure that change against a control. Easy things to test include headlines, body copy, and video copy.

Testing Splash Screens or Social Video Thumbnails

Splash screens or social video thumbnails are the static images that preview your video before anyone hits play. Believe it or not, these images can dramatically influence a person’s interest in viewing the video content. When A/B testing splash screens, success is typically measured through views, or the number of people who clicked play on your video. Both Facebook and YouTube allow you to customize your splash screen, so choose wisely!

Call to Action Testing

What’s the point of your social video if it’s not driving action? A/B testing is here to help.

The best call to action attributes to test include:

  • Voice: sales vs. narrative
  • Value proposition: emotional vs. functional
  • Where the call to action shows up in the social video
  • Style and production value
Measuring the success of the call to action in A/B testing involves click-through-rates or full conversions, be sure to make a distinction between the two. Click To Tweet
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