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Facebook will let creators test different versions of Reels

Illustration by Nick Barclay / The Verge

Creators on Facebook are getting a handful of new tools on the platform — including the ability to test how different Reels perform against each other.

The most notable new feature is a Reels A/B testing tool. A/B testing is a common marketing and publishing tactic where elements of a piece of content — say, a newsletter or article — are tweaked to see which drives more engagement. On a news article, for example, publishers often test several different headlines to see which one readers respond to the most.

On Reels, creators will be able to set up to four different thumbnails and captions for a single video in a test. According to images of the feature, different versions will be shown to separate groups of a creator’s audience for 30…

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