A/B-testing (or split testing) is a method of comparing two (or more) versions of something, to compare which performs better. It’s very common among marketers, so you probably do this already – websites, apps, Facebook ads, Google ads, etc. But are you A/B-testing your videos?
Why You Should A/B-Test Videos
Say you recently produced a marketing video for your company, and you are super happy with the results. You have tailored it to your target audience, and tested it on your team. But when you post it, you don’t get the engagement you expected.
It can be hard to know what you did wrong, and going back and making blind changes to the video can be expensive and time consuming. So creating several versions of the video from the beginning can be a much better way making sure your video is performing. It might cost you a little bit more up front, but it will be better for your business in the long run.
What Variables Can You Test?
Just about any part of the video can be A/B-tested. Here are some variables to get you started:
- Length: Is it possible to convey your message using fewer words/seconds?
- Format: Vertical video is one of the biggest hypes on Facebook at the moment. When testing it out, it can be helpful to create it as an additional version to what you usually post – whether that is square or horizontal. That way, you can test the effect of the video format without the success of the content being a factor.
- Intro text: The first couple of seconds of your video are essential, and testing out different ways to hook the viewers in can really impact your results.
- Call To Action: The big question is always how to get your audience to take the action you want. Testing out different phrasing in your CTA can help you optimize your conversions, so we highly recommend trying that. Also, who says the CTA has to come at the very end of the video?
- Music: Your choice of music can really set the tone for the video. If you are unsure about your choice of music, it’s always worth testing out a couple of different tracks.