Ultimate Guide to Social Testing

As marketers, we know the importance of making data-driven decisions. The more data you have about your prospects, the more you will be able to make effective marketing moves. Companies such as Vienna Parking Management make use of data, to project the number of potential prospects they can have at any given month. It is important to have a comprehensive marketing strategy when running a business. Social media testing comes in handy when running any business.

It is testing that lets you run an experimental campaign before investing in the real thing. You essentially show a different version of the same ad to the desired audience and allows you to pick the winning ad based on the campaign objectives and the results you are seeing from your audience.

Social Media Testing

A social media test is an experiment that shows how your content is performing among your target audience. It works on testing different forms of the same post at the same time and it’s measured by a pre-set goal. It can be a goal such as raising engagement or boosting lead generation. Social media testing help in providing a data-driven insight into your social media marketing activities. It allows you to have a full analysis of how different variables affect goals and performance. Ultimately, it will provide data about how audience behavior can influence the structure of your campaigns.

When it comes to social media testing, they are of different types.

A/B Test

The A/B test is the most common form of testing. They work by looking at a variable between two content types, measure the outlined goal, and provide the results.  You should run an A/B test if you want to test a single, small variable that may alter audience behavior. An example may be running an A/B test on different CTA buttons on Facebook, to determine the one that gets the most engagements.

Split Test

Split tests are often confused with A/B tests but that should not be the case. Though in essence, they do the same thing, by testing two content types based on a goal, the difference is that a slit test is more general than an A/B test. They are used to determine big changes, and the two variants are completely different.

Multivariate Test

The multivariate test works differently than the above two tests. They work with multiple variables instead of one. You can run a multivariate test to determine which of your four ads works best. Alternatively, one can be run to assess the different aspects of a campaign, such as different captions. You will need to run a multivariate test if you want to see the results of more than two different elements.

When doing social testing, some best practices should always be your guide. You need to have one specific goal. When you have one specific goal, everything else falls into place, including variables, time frame, and unit of measurement. You should also know who your audience is. When running a test, results will reflect the behavior of a specific target market. They can also serve as a reference point of data about how certain customers engage with your messaging.

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