Facebook News Feed organic posts suffered a drop in performance but the social site is running a limited test with certain publishers to find what works…
Social giant Facebook made a number of changes to its News Feed. An alteration in its algorithms, aimed at surfacing more posts from users’ family and friends had a negative impact on brands and publishers alike. Now, the social network is allowing five publishers to test organic post variations to identify what gets the most engagement.
Select Facebook Publishers Testing Headlines, Images, and Copy in News Feed Organic Posts
The newly released tool gives publishers the ability to test up to four different organic post versions, according to Digiday. The publishers, which include organizations both in and outside the U.S. can track click-through rates and see interaction data in real-time.
Facebook released a statement to Marketing Land, which reads, in-part:
“Our goal with this test is to provide more visibility into how their organic content is performing on Facebook on a post by post basis. Also to enable publishers in the test to derive learnings and identify their own best practices over time. With this level of insight, publishers are better equipped to drive meaningful engagement around their content and have a stronger sense of control over how their content performs on Facebook.”
The test has yielded some results, though participant publishers state it’s not necessarily a game changer. However, over 50 percent of the time, publishers do opt to go with a different format then their original choice.
Facebook is running the test because it’s changed how the News Feed works. Previous campaigns to reduce clickbait and increase organic posts from family and friends have hit publishers hard. So, this is a way for brands and publishers to regain some of that lost exposure.