Facebook is in the early stages of testing a new Organic Video Testing option, in Creator Studio, that lets you test multiple variations of non-ad video posts.
Back in 2018, Facebook rolled out a new Organic Content Testing feature, within the Publishing Tools tab of Pages, that allowed Page admins to create 2-4 variants of posts and test them against each other based on a chosen primary metric.
Now, Facebook is starting to roll out a new Organic Video Testing option within Creator Studio that lets them test variations of non-ad video posts to find out which one their audience likes the most.
During the video testing, posts are circulated to an audience, but not posted to the Page. When the test ends, the winning post is automatically published on the Page. The new tool can help Page admins choose the video post that an audience responds to the best, discover trends, and understand what kinds of creative content and the audience responds to more.
Full posts are run against each other in the test, meaning that any aspect of the post, such as different edits of the video, post content, headlines, and thumbnails are part of it. Therefore, it’s better to have only one variable per test for a “truly scientific approach.”
When running tests for organic video posts, each test is shown to a subset of the audience of a single Page for a chosen length of time. Furthermore, there is also the option to schedule when the winning post is published to your Page. As with the previous version of Facebook’s content testing, admins can choose the metric that they want to use to determine the test winners.
For example, admins may want to choose to run the test for 10 minutes and with 1-minute views as the metric to watch. After 10 minutes, Facebook will post the winning variant – the one with the most 1-minute views.
Facebook notes that the test “is not an algorithmic estimation,” so Page followers and potentially non-followers will by seeing the post variants.
The tool is currently only available to specific partners, but if admins will be able to find a Post Testing tab in the Content Library in Creator Studio when it is available.