If there’s one fixed in social media, it’s that it’s at all times altering. Final summer time, Meta launched Threads with little warning. LinkedIn modified the way in which that link previews appear and is testing a video feed (like Instagram Reels). And new platforms, like noplace, are popping up. Instagram introduced that hashtags don’t help with reach anymore. Fb is prioritizing content material that sparks conversation.
How ought to we as nonprofit social media managers react? We run an experiment. It’s one of the simplest ways to make an knowledgeable choice about the way to strategy these shifts and adjust your strategy. Right here’s the way to run a social media experiment and adapt it should you’ve received restricted time and assets.
When do you have to run experiments on social media?
There’s all kinds of causes to run a social media experiment at any explicit time, however listed here are the 4 most typical ones for us at Candid.
When there’s a brand new platform. New platforms pop up commonly and it’s a good suggestion to determine whether or not they’re going to be value investing in. For instance, Candid has discovered a small however energetic viewers on TikTok, whereas Bluesky was not a match.
When present platforms launch new options. Platforms are at all times innovating and looking for new methods to maintain us engaged. In case your group is energetic on a platform, it’s a superb plan to check out any new options.
When the algorithm modifications. Every platform has an algorithm, which determines who sees what, and so they’re aways shifting to maintain customers engaged. LinkedIn not too long ago shared that they’re making hyperlink content material much less seen to customers. In response, Candid is experimenting with extra partaking methods to share hyperlinks.
Once you need assistance reaching your targets. In case your objective is to develop your following on Fb however you’re not seeing will increase, it’s a superb time to experiment with what and whenever you submit.
What does a social media experiment seem like?
Whether or not you’re operating a large-scale social media experiment, like our three-month test to see whether or not short-form vertical video would enchantment to new, youthful audiences, or a small-scale one, like testing totally different hashtags or posting instances, there are a couple of steps to bear in mind. For example, right here’s how Candid structured a one-month experiment to see whether or not we must always dedicate employees time to Threads.
- Decide one factor to check or one query to reply. For us, that query was whether or not Candid needs to be extra energetic on Threads. We wished to know whether or not investing extra time within the platform would repay.
- Decide what success appears to be like like. We determined that for Threads to be value investing in, we would want to see:
- A 50% improve in followers over one month
- Two or extra reactions per submit (likes, feedback, reposts)
- Content material creation, posting, and replying take not more than two hours per week. Word: at all times embody time required as a variable. If you happen to don’t have the time, you may’t take it on.
- Set the parameters utilizing background analysis on the platform or function. Primarily based on our investigation, we realized that Threads content material does greatest whenever you:
- Posted 4 instances a day
- Shared a mixture of content material (text-based posts, quizzes, images, movies, and hyperlinks)
We additionally determined to run the experiment for 4 weeks and solely submit on weekdays.
- In the course of the experiment interval, keep on with the unique plan. If you happen to’re making an attempt a brand new function or platform, you most likely received’t see leads to the primary week or two. It’s new; your viewers isn’t used to it. Give it time and keep dedicated to the method.
- When you’re accomplished, assess the outcomes. Collect information in your measure of success. For us, that meant information on followers, engagement per submit, and the time we spent on it.
Even should you don’t see hoped-for outcomes, there are classes to be realized. Our Threads experiment didn’t pan out. We had a 30% improve in followers, solely 50% of the posts had two or extra reactions, and it took 5 hours every week of our time. Nonetheless, we reused the content material we created for Threads for YouTube posts, and it did effectively there. We additionally noticed some fascinating success with sharing Threads posts to Instagram Tales. Whereas that wasn’t a part of the unique experiment, it’s one thing we’ll check additional this summer time.
What should you don’t have the time to do an experiment?
Candid is a big group with a devoted particular person operating social media (me, and generally an intern). Your nonprofit might not have that, and conducting a social media experiment to the extent we do might look like an excessive amount of. You’ll be able to nonetheless run experiments however do it on a scale that works for you.
For instance, spend two weeks posting at a special time than normal to see if that will increase engagement or followers. Attempt changing a few of your posts that function hyperlinks or textual content with images of individuals for a month. Or decide to posting one video every week for 2 months.
You don’t must go all-in. You can begin small with little modifications. In the long run, you’ll nonetheless get information that may assist you to make an knowledgeable choice about your social media efforts.
If there’s one fixed in social media, it’s that it’s at all times altering. Final summer time, Meta launched Threads with little warning. LinkedIn modified the way in which that link previews appear and is testing a video feed (like Instagram Reels). And new platforms, like noplace, are popping up. Instagram introduced that hashtags don’t help with reach anymore. Fb is prioritizing content material that sparks conversation.
How ought to we as nonprofit social media managers react? We run an experiment. It’s one of the simplest ways to make an knowledgeable choice about the way to strategy these shifts and adjust your strategy. Right here’s the way to run a social media experiment and adapt it should you’ve received restricted time and assets.
When do you have to run experiments on social media?
There’s all kinds of causes to run a social media experiment at any explicit time, however listed here are the 4 most typical ones for us at Candid.
When there’s a brand new platform. New platforms pop up commonly and it’s a good suggestion to determine whether or not they’re going to be value investing in. For instance, Candid has discovered a small however energetic viewers on TikTok, whereas Bluesky was not a match.
When present platforms launch new options. Platforms are at all times innovating and looking for new methods to maintain us engaged. In case your group is energetic on a platform, it’s a superb plan to check out any new options.
When the algorithm modifications. Every platform has an algorithm, which determines who sees what, and so they’re aways shifting to maintain customers engaged. LinkedIn not too long ago shared that they’re making hyperlink content material much less seen to customers. In response, Candid is experimenting with extra partaking methods to share hyperlinks.
Once you need assistance reaching your targets. In case your objective is to develop your following on Fb however you’re not seeing will increase, it’s a superb time to experiment with what and whenever you submit.
What does a social media experiment seem like?
Whether or not you’re operating a large-scale social media experiment, like our three-month test to see whether or not short-form vertical video would enchantment to new, youthful audiences, or a small-scale one, like testing totally different hashtags or posting instances, there are a couple of steps to bear in mind. For example, right here’s how Candid structured a one-month experiment to see whether or not we must always dedicate employees time to Threads.
- Decide one factor to check or one query to reply. For us, that query was whether or not Candid needs to be extra energetic on Threads. We wished to know whether or not investing extra time within the platform would repay.
- Decide what success appears to be like like. We determined that for Threads to be value investing in, we would want to see:
- A 50% improve in followers over one month
- Two or extra reactions per submit (likes, feedback, reposts)
- Content material creation, posting, and replying take not more than two hours per week. Word: at all times embody time required as a variable. If you happen to don’t have the time, you may’t take it on.
- Set the parameters utilizing background analysis on the platform or function. Primarily based on our investigation, we realized that Threads content material does greatest whenever you:
- Posted 4 instances a day
- Shared a mixture of content material (text-based posts, quizzes, images, movies, and hyperlinks)
We additionally determined to run the experiment for 4 weeks and solely submit on weekdays.
- In the course of the experiment interval, keep on with the unique plan. If you happen to’re making an attempt a brand new function or platform, you most likely received’t see leads to the primary week or two. It’s new; your viewers isn’t used to it. Give it time and keep dedicated to the method.
- When you’re accomplished, assess the outcomes. Collect information in your measure of success. For us, that meant information on followers, engagement per submit, and the time we spent on it.
Even should you don’t see hoped-for outcomes, there are classes to be realized. Our Threads experiment didn’t pan out. We had a 30% improve in followers, solely 50% of the posts had two or extra reactions, and it took 5 hours every week of our time. Nonetheless, we reused the content material we created for Threads for YouTube posts, and it did effectively there. We additionally noticed some fascinating success with sharing Threads posts to Instagram Tales. Whereas that wasn’t a part of the unique experiment, it’s one thing we’ll check additional this summer time.
What should you don’t have the time to do an experiment?
Candid is a big group with a devoted particular person operating social media (me, and generally an intern). Your nonprofit might not have that, and conducting a social media experiment to the extent we do might look like an excessive amount of. You’ll be able to nonetheless run experiments however do it on a scale that works for you.
For instance, spend two weeks posting at a special time than normal to see if that will increase engagement or followers. Attempt changing a few of your posts that function hyperlinks or textual content with images of individuals for a month. Or decide to posting one video every week for 2 months.
You don’t must go all-in. You can begin small with little modifications. In the long run, you’ll nonetheless get information that may assist you to make an knowledgeable choice about your social media efforts.