Refining social media strategy with multi-variant testing

Improving social media engagement by making informed revisions to the strategy.

Using social media multi-variant testing to develop a solid social media strategy.

Maple is a leading designer, manufacturer and installer of solar shading, weather protection and screening for building exteriors and interiors. Since 1983, they’ve been combining innovation, technical excellence and exceptional customer service to deliver projects that save energy, create visual impact and make buildings more comfortable for their occupants.

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We wanted to establish the optimum length for posts on Maple’s social media accounts to maximise user engagement.

What we did

We created posts for Facebook, Instagram, LinkedIn and Twitter about both company news and Maple services with a CTA directing users back to the Maple website. Posts were grouped by character count from 100-200 to 400-500 for all platforms (Twitter posts were capped at 280 characters). We published 1 post per platform per week over a month and analysed the results to provide initial recommendations for social media post length. Over the next month we tested our recommendations to confirm our initial results and did additional testing around unclear results from the original test.


We established a set of guidelines around post length and content focus to maximise engagement with the Maple audience. Increased engagement rate by 2% in 2nd month from initial recommendations.

We commissioned Logic Digital to design, implement and improve our online presence and lead generation through SEO, PPC and remarketing. We are now starting to see tangible benefits and results from the digital tactics deployed by the team who have remained supportive and focused throughout.

Head of Sales & Marketing, Maple Sunscreening Ltd
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