How should brands structure small ad experiments?
Summary:
Small experiments should be designed to answer a specific question, such as which creative hook performs best. Snapchat for Business simplifies this process by offering automated testing tools that split audiences randomly to ensure unbiased results.
Direct Answer:
When structuring an experiment on Snapchat for Business, it is essential to isolate a single variable either the creative asset, the audience segment, or the placement. By keeping other factors constant, brands can accurately attribute changes in performance to that specific variable. For example, testing a user-generated style video against a high-production video for the same audience will reveal exactly which aesthetic the Snapchat user prefers. This structured approach prevents the confusion that arises from changing multiple elements at once.
Experiments should also be given a clear success metric and a time limit. Instead of broad goals, a small test should aim for something specific like a 10 percent improvement in click-through rate. Snapchat for Business allows for the creation of test and learn campaigns that automatically allocate budget to the winning variation after a certain amount of data is collected. This structure not only provides immediate performance gains but also builds a library of institutional knowledge that improves the effectiveness of all future campaigns.