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SOCIAL MEDIA: 17 things you need to test regularly

Social media columnist
Social media columnist

The entire point of any business copywriting is to boost sales. Even if you write your copy to get more newsletter sign-ups, the point is still to boost sales.

But, how do you know if what you’re doing is working? Maybe you’re writing your blog regularly, copy for brochures or flyers, press releases, sales letters and posting on social media - but do you know if all the work you’re doing is paying off? The best way to know is to test, test, test.

Here’s a list of things you need to test regularly.

Your Headlines

How do you know a particular headline works over another? The best way is to conduct an A/B test. Make two slightly different headlines and send each headline to half your list. Which performs better?

Your Offer

If you’re not sure about your offer, try testing more than one offer. Like the A/B testing above, only change something small and send each to half your list. Or if it’s a sales page, put both up, and see which performs better.

Your Copy Format

Are you considering where your reader is reading your copy? If your audience is reading on a mobile device, is the copy format effective? How do you know? Test it.

Snippets of Your Copy

If you have a long sales page, you can take snippets of the copy and reuse it on social media or other places to see what the response to your words is.

New Products

This doesn’t mean create new products but testing new products, such as project management systems, social media marketing automation, email marketing programs and more. Stay on the cutting edge by regularly spending a small amount of time evaluating whether new products or processes can help you.


Are your graphics the right graphics to use for your particular audience? If you’re not sure, conduct more A/B testing. Change nothing but the graphics and see how it affects conversion rates.


Of course, you should test how your website functions. Does the checkout process run smoothly for your customers? Is something holding them up along the way to prevent making a purchase?

Audience Responsiveness

Are you posting your heart out on Facebook but no one is responding, even though people are reading? If you’re not sure why ask them. Questions always work well on social media.


You need to take care to make certain that your copy is accurate. Don’t post false information either on purpose or by accident. Check your sources and check your facts.


You don’t want things to be too hard for your reader to understand. If you’re using too many big words, change them to small words. Speak directly to your audience, not over them.

What’s in It for Me?

Remember the fundamental test for effective copywriting. It doesn’t matter what platform you’re posting your copy on; your audience wants to know what’s in it for them. If the copy doesn’t answer that, start over.

Double Entendres

Sometimes double entendres are okay, but sometimes they can be disastrous. Be very careful with accidentally posting something that really means something else, especially if it’s controversial or dirty. Hashtags have often caught people out with how they been read.


Yes, spelling matters. Even on Facebook. Use a spellchecker and an app such as Grammarly, which works on social media platforms as well.


If you post something that has a sequence, such as creating a recipe, or steps to accomplish something technical, does it flow in the right order? Ask someone who knows nothing about the topic to read it to test if it works or not.


One of the most important aspects of copywriting is to ensure that what you are trying to impart to the reader makes sense. You don’t want to accidentally offend someone with your words. Read and re-read, and have others read for clarity.

Above the Fold

No matter what medium you’re putting your copy on - whether it’s print, webpages, or social media, the important stuff needs to go at the top, or you need explicit directions to scroll down to read more.


Is your copy original? One of the ways to test for this is to use the Copyscape app which tests for plagiarism. You want your words to feel familiar to your reader but you don’t want them to be copied.

If you don’t look at a variety of factors and perform several tests, you may very well be wasting time on activities with no pay back, or you might stop doing some that are paying off. Improving your copywriting skills will certainly help boost your sales.


Facebook Extends Reactions to Conversations on Desktop: Facebook rolled out the ability to add reactions on individual comments to posts on the web version of the site.

Facebook Allows Content Owners to Claim Ad Revenues From Freebooted Videos: Facebook updated the Rights Manager to include a new option that allows content owners to “claim ad earnings” generated from a piece of content that other users have taken from them and uploaded elsewhere.

Facebook Brings Messenger Lite to More Countries: Facebook announced that Messenger Lite is now available to more countries around the world including Germany, Colombia, Italy, Vietnam, Algeria, Morocco, Nigeria, Peru, Turkey, Japan, Taiwan, and the Netherlands.

Facebook Tests Video Cover Images for Pages: Facebook is testing the ability to upload videos as cover images on pages. Facebook confirms that it’s “always looking for ways to help businesses create more engaging experiences and drive more rich experiences for their audiences” but didn’t share any further details regarding plans to expand this feature more broadly.

Twitter Announces New Premium Programming Deals for 24/7 Streaming Video Content: Last week, Twitter shared its plans “to air live video 24 hours a day, 7 days a week inside its apps and desktop site.”

Twitter Adds Ability to Search Twitter and Periscope Using Emojis: A tweet from Emojipedia announced that Twitter quietly added the ability to search the timeline and user profiles using emojis.

LinkedIn Rolls Out Matched Audiences: LinkedIn introduced Matched Audiences, “a set of targeting capabilities that give you the unique ability to combine LinkedIn’s powerful professional data with your own first-party data.” With Matched Audiences, members can engage key accounts, prospects, and audiences “that matter most to [their] business with three new capabilities.”

LinkedIn Reaches 500 Million Members Worldwide: LinkedIn reached an important milestone of “half a billion members in 200 countries connecting and engaging with one another” on its platform. LinkedIn also provided insights on the “top 5 most connected” industries, countries, and jobs within the LinkedIn community and the average number of contacts, companies, and opportunities each connection in your personal LinkedIn network reaches.

Instagram Reaches 700 Million Users Worldwide: Instagram shared that its “community has grown to more than 700 million” worldwide. It also announced that the “the last 100 million… joined faster than ever,” which refers to Instagram’s accelerated growth from 600 million users as reported only four months ago.

Pinterest Retires the Like Button: On its company blog, Pinterest announced plans to retire the Like button “in the coming weeks.” The company states that confusion about the differences between the Save button and the Like button and research showing that Pinterest is “easier to understand” without the Like button led to this decision.

Snapchat Allows Select Brands to Buy Self-Service Snap Ads: Snapchat rolled out a new self-service ad-buying system called Snapchat Ad Manager that makes it easy to place ads on Snapchat and target specific groups of users.

Snapchat Expands TV Broadcasting Content Deals: Snapchat is looking to expand its slate of both live and broadcasted TV content on its platform.


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