Facebook Is Exploring a Way for Publishers to Test Different Versions of Organic Posts

BuzzFeed is one of five companies with access to the feature

Facebook confirmed that it is running a test with five publishing partners, including BuzzFeed, enabling them to test up to four different versions of organic posts and determine which is performing best.

Lucia Moses of Digiday reported that publishers in the test group can create up to four different versions of posts—changing elements including headline, description and image, in real-time—to come up with the best combination.

A Facebook spokesperson confirmed the test, saying that more than one-half of the time, publishers in the test group are opting for a version of their content that is different from the control post, or the unchanged version they would have used without access to the feature.

The spokesperson said, “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, and also to enable publishers in the test to derive learnings and identify their own...



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