- [Instructor] Most marketers understand the importance
of always testing new creative on social
and can brainstorm lots of ideas of things to test,
but many struggle with prioritization,
knowing what to test and when to drive maximum performance.
The concept, theme, variant framework
helps me figure this out.
Concept, theme, variant is borrowed from Mobile Dev Memo
where they talk about it in the context
of testing paid advertising for a mobile game
featuring ogres and dragons.
We're going to apply this to a banking app
who're going to talk about organic social use cases.
So at a high level,
we really need to think about
what are the value propositions?
What are the product features or design styles
that really make the biggest difference
in terms of creative?
So for us, it could be splitting the bill with friends
or exchange rates.
These are the two big product features
and one of them is going to perform better than the other
when we're posting about them on social media.
So let's map out the concept levels
and then got to tag every single post with,
is this a split the bill post
or is it an exchange rate post?
And over time you're going to see
that one gets more engagement than another.
So once you've nailed the high level concepts,
you want to start thinking about the individual themes
within those concepts
that still stay true to the original concept.
For example, when you're posting
about splitting the bill with friends,
you could show a product shot
or you could show a picture of a pizza
and some friends splitting that pizza,
which is quite a nice way to show it.
Which one is going to get the most engagement?
You don't know ahead of time,
so you want to start tagging.
When you post with one theme versus another,
you want to start tagging that,
adding it to your tracking parameters
and then making note of which posts get the most engagement,
the most traffic or the most installs.
Within the themes you have different variants.
So, say for example you're finding that pizza with friends
is really working,
you can't just keep posting the same image.
You need to post multiple images of pizza
or multiple images of friends.
Even that's going to get pretty boring.
So you want to start changing it up with more variations.
So pizza with friends works,
maybe coffee with friends would work as well.
And this is the way that you double down
on what you know that works, what you know is proven
while still keeping it fresh.
And how do you choose
how many concepts, themes and variants to post?
Well, it really depends on whether you're on target
or behind target.
If you're on target, then let your winners ride.
You can test smaller variations.
You can wait for a statistical significance,
meaning you can run a calculation
to figure out if scientifically
this is actually more significant better version.
That takes some time and takes a lot of data.
So, you can wait for that because you're on target.
You can publish on the five to seven posts a week.
No need to burn out your audience
if you're already hitting your target for organic social,
you can keep that a reserve.
And in terms of ratios,
I recommend maybe 10% concepts and 20% themes.
So, one in 10 of the posts you put out
should be something completely new,
a concept you haven't really tested before.
If you're behind target, it's very different.
You need to forget what you thought you knew
because you're not going to hit your target
with what you already have.
You can test bold new concepts,
so really push the boat out and try and jump
from what you have right now
to something completely different.
You can aggressively cut failures.
So don't wait for multiple posts.
Like if you post it once and it doesn't get much engagement
then just cut that version.
And that allows you to publish 15 to 20 posts a week.
So you can publish three times more with this approach
of aggressively cutting failures,
and you're going to iterate towards something that's working.
Once it's working, then you should get on target
and you can revert back.
While you're behind target,
I would also recommend doing three times as many concepts
and three times as many themes.
So only 10% of the time should you be posting a variation
of what already worked.
Being able to sort creatives
into concepts, themes and variants
is really going to help you prioritize them.
It's going to let you drive a lot more effectiveness
through better testing.