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Social media campaigns

Concept Testing Test Template

Social Media Campaigns

Why should you use this template?

Let’s face it: social media is where the eyeballs are at. Whether you love it or hate it, there’s never been an advertising vehicle like it in the history of design.

With so much to be gained, it’s important to validate your social campaign ideas before sinking in the ad dollars. To get eyeballs – and insights – on your social ideas before they’re released into the wild, you can put your content in front of participant testers for invaluable feedback.

Social campaign tests can be centered around anything from a quick sketch of an idea to a fully fleshed out video promotion. Use qualitative questions to see what purpose participants see in your social ads, or go the quantitative route to verify your user engagement. When in doubt, do both!


Testing Outcomes

  • Discovers users familiarity with your social brand
  • Measure the level of engagement with your advertisements
  • Learn how your social campaigns make users feel


Organization Benefits

  • Protect advertising investments by learning where improvements can be made before launching
  • Plan next steps in your campaign based on reactions from real users to your live ideas


Test Questions

  1. What platforms do you use?
    Multiple Choice
    Start by gaining an idea of your audience’s behaviors that relate to your campaign goals. Even if you’re only focused on one platform, provide a variety of answer options to see what market share you might have.
  2. How often do you use x platform?
    Likert Scale
    Similar to the previous question, we’re getting an idea of what participant’s actions will be and how often they’ll be exposed to your content.
  3. How interested are you in what this ad is promoting?
    Numerical Scale
    Here’s where you put your visuals directly in front of participants to get their reactions. You can start with a quantitative gauge of general interest in your social content.
  4. What impressions does this ad give you about this company?
    Multiple Choice
    See if your team’s emotional goals line up with participants’ impressions.
  5. What would you most likely do next?
    Multiple Choice
    When asking for participants’ next steps, we prefer to place this question near the end of a survey, after gathering their initial impressions. This matches the decision making process users would take when seeing content on their socials and deciding whether to interact with it.


Additional Questions

  • How familiar are you with this company?
  • How often do you see ads like this online?
  • What social media platforms do you use most often?
  • How often are you on social media each day?
  • What would you most likely do next: keep scrolling? Click ad? Research company?
  • On a scale of 0 to 10, how interested are you in this ad?
  • On a scale of 0 to 10, how likely would you be to recommend this company?
  • When was the last time you remember seeing an ad from this company?