Before publishing, ClickUp tests three variations of every video in "Trial Reels." This allows them to identify the highest-performing hook and headline without affecting their main account's reach. This process has led to videos performing 100x better than the originally preferred version.

Instead of commissioning several unique videos from a creator, ask for one main video with multiple different hooks (opening lines/scenes). This gives you more ad versions to test for a fraction of the cost.

Stop wasting money on performance ads that don't resonate. Post all potential ad creative organically first. The content that gains significant organic traction compared to your baseline is the creative you should amplify with a paid media budget, de-risking your ad spend.

The reason a customer "needs" your product is subjective. Instead of a one-size-fits-all ad, create multiple versions that speak to different core buyer motivations. One ad might appeal to logic and data, another to time savings, and a third to team efficiency, ensuring you resonate with a broader audience.

Don't just test big concepts. Systematically test small creative elements like on-screen text color and hook wording. Sabrina found a red hook outperformed other colors and that slightly different phrasing led to a 3x more viral video.

Start paid media testing with high-level message categories, or 'avenues' (e.g., 'designed by experts'). Once data shows which avenue resonates, drill down into minor variations, or 'cul-de-sacs' (e.g., 'handpicked by experts', 'backed by experts'). This structured approach prevents wasted spend on testing random copy.

Once ad copy proves to resonate with a target market, it may not need to be changed. A multi-million dollar ad campaign ran for a full year with the same copy, focusing solely on testing and rotating new creative visuals to maintain effectiveness and reach new audiences.

Identify and test different 'angles'—the fundamental reasons a customer might buy, such as achieving a result, saving time, or mitigating risk. This uncovers the most resonant foundational message for your audience.

Contrary to the idea that you always need new creative, iterating on your winners is a powerful strategy. Creating slight variations—like changing the headline or background on a proven ad format—can significantly extend its effective lifespan.