Facebook Expands Its Organic Posts A/B Testing Tool

Facebook is expanding its test of a new A/B testing tool for organic posts, with at least five major publishers already using it.

In June, we reported that Facebook was testing a new tool that allows Pages to run A/B testing on their organic post copy. The feature is especially useful for big Pages belonging to and being run by publishers with many posts per day, as the different organic post copy variations can be tested against one another. If used correctly, this could help maximise reach and engagement for them.

A screenshot of the feature – hidden within Facebook’s code – was initially shared by social media tipster Jane Manchun Wong, but now Digiday is reporting that five major publishers are already using it or a variation of it to boost their results.

According to reports, various publishers are already using a new tool that lets them A/B test their the copy of their organic posts on Facebook.

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According to the article, Facebook said that,

“more than half the time, publishers in the test have ended up selecting a version of the story that was different from the one they would have originally used. This suggests that the tool is helping publishers get more traffic back to their sites.”

We know nothing more about the current tests, so it’s impossible to know whether the tool will actually be launched more widely, or whether it will be available to all Pages – or only publishers. However, if previous testing-to-release-date cases are good examples, we should see this feature roll out within the coming month or two.

Publishers testing Facebook’s A/B testing tool for organic posts have been seeing positive results, with more than half the time selecting a version of the story different from the one they would have used originally.

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We’ll update you further when we find out more.