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Using Split Testing as Cornerstone of Video Strategy

Marketers love using A/B or multivariate testing as part of optimizing a strategy. The premise is pretty simple. You send two emails with two different subject lines to a percentage of your email list and then whichever performed better is sent to the remaining audience. Simple, effective. The same approach should be applied to your video marketing and is essential when you’re putting distribution dollars behind them.

Let’s say you have a product launch and your goal is awareness/views. One way you could split test this strategy for optimal results is to change the tone, music, visuals or wording in the first 10 seconds of the video. See which performs better. Learn which version gets more viewers to make it to the 11 second mark and which version loses more at five seconds. This method doesn’t require you to create entirely different videos or double your budget. It means playing with the most important part of the video (the beginning) and seeing which is most effective at getting the audience to stick around.

The testing process for paid video ads online can happen a couple of different ways:

Facebook lets you load two (or more) videos to same target group and after running the test you can see the percent viewed (how much of the video did they watch?), engagement, click throughs, etc. Then you can choose the better performing version to push to the rest of your audience.

Twitter’s video split testing is basically the same as Facebook’s only the videos are limited to 30 seconds.

Instagram’s is also the same but with a 15-second limit.

YouTube, again, is the same as the others only you get to choose how much you require people to watch. For example, you pay more when your pre-roll ads shows requiring people to watch the full video vs. a 5-second wait period before they can skip the rest if they choose.

LinkedIn’s sponsored updates do not display video automatically. Instead, you must provide a  video link for users to click. So your testing here is limited to CTA, image and copy.

Focus Your Optimization

All of these networks allow you to quickly test your video content from an engagement standpoint. It’s pretty straightforward. However, if your metrics are more complex than views and likes, you’ll need to focus on a different data set.

For instance, if your desired goal isn’t views, but rather, website conversions your metrics will drastically change. Video A may get more views but Video B may lead to more people going to your website and converting.

Hopefully you have a good grasp on your audience and know who they are and what they want. But, the purpose of split video testing is to get the data to back up your strategy. The result is you now know even more about your audience for next video you make! Split testing video with multiple cuts ensures you are getting the most out of your content campaigns, and we can help!

View our Use Case on an optimized video strategy for Schlage locks to see how split testing led to outstanding results.


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