TIKTOK & IG VIDEO A/B TESTING LESSONS

Summary from the TLDR Marketing newsletter

Small changes can massively shift results, with identical videos sometimes getting 10X more views. Format matters too, as greenscreen videos perform far better on Instagram while talking-head styles can do better on TikTok. Algorithms are unpredictable, so the best approach is to repurpose content across platforms and then test multiple hooks, captions, text, and formats. Iterate on underperforming videos instead of relying on a single version.