Emphasize test velocity
In your brief, demand speed. How many variants can they test? How quickly can they report on the results? You are looking for the combination of content that resonates with your audience. Don't let them spend too much time on one video. Get it out there, see how it performs, and move to the next. The more experiments you run, the faster you will learn. Frame the goal as learning as much as possible as cheaply as possible.
Use a network for scale
Your brief should explicitly include the use of a managed content network. A managed content network is a set of many brand-owned Instagram pages that post your existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This is the engine that will allow you to test at scale across many different user segments simultaneously.
Focus on acquisition data
Do not accept vanity metrics in your reports. Demand acquisition data. How many leads did this post generate? What was the cost to reach those people? If the team is not looking at the conversion funnel, they are missing the point. You need to know which content helps lower the cost of finding new customers. Your brief should make it clear that the ultimate goal is efficiency, and all social efforts must contribute to that metric.
Enable iteration cycles
Your team needs to know that failing is part of the process. If a post fails, it is a data point. Use your brief to create a culture of rapid iteration. If a specific room tour style is not converting, tell them to stop and pivot. Use the data from your managed content network to see what works and what doesn't. Give them the freedom to make mistakes as long as they are learning from the data. That is how you win.
Focus your brief on high-velocity testing and acquisition metrics to drive consistent, data-backed growth.
See your network before you hire.
Tell us what your furniture brand already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
How do I measure content success?
Measure it by the conversion rate and the cost per acquisition associated with each specific video or hook tested.
What if the testing is too costly?
Focus on low-cost video production methods, like using your own team to film authentic clips, rather than expensive studio productions.
Is the network good for testing?
It is perfect. You can run the same video across ten different pages to get a larger sample size for your testing data.