Testing and iteration
We design each test before anything is filmed: the variable, the metric that decides it, the spend each variant gets and the rule for cutting it. Each result then becomes the brief for the next round.
Scope
We change one variable per test, whether that is the hook, the creator, the format, the offer or the end card.
We set the decision metric and a spend threshold per variant before launch, so nobody reads a result early.
We structure campaigns so that variants get comparable delivery, which keeps the comparison fair.
We cut variants that miss their threshold, move budget to the leaders, and put each winner up against a fresh challenger.
We turn each readout into the next brief: new hooks on a winning body, a winning hook on new creators, or a new concept once a line runs out.
What it looks like
| Hook / creator | Creator A | Creator B | Creator C |
|---|---|---|---|
| Problem | ScaleHook 31.2%CPA $18.40 | IterateHook 28.4%CPA $21.10 | ScaleHook 33.9%CPA $17.60 |
| Result | CutHook 24.7%CPA $24.90 | CutHook 22.1%CPA $27.30 | IterateHook 26.3%CPA $23.80 |
| Demo | CutHook 35.8%CPA $29.70 | CutHook 30.6%CPA $31.20 | CutHook 38.2%CPA $26.40 |
| Objection | ScaleHook 21.3%CPA $19.60 | IterateHook 19.8%CPA $22.80 | ScaleHook 23.5%CPA $18.90 |
What you get
- Test plan per round
- Cut and scale rules
- Iteration brief
- Log of every variable tested
FAQ
How do you spot creative fatigue?
In the numbers: frequency rising while hook rate and click-through fall on the same audience. Because challengers are always in test, a replacement is ready when a winner starts to slip.
Can you test without new production?
Often. New hooks, captions and end cards can be cut from raw footage we already hold, which is why we keep it.
Plan a first test
Send the product, your target metric and a monthly budget range. We reply with a proposed first test.
Plan a test