Before committing to expensive TV ad production, Gab created multiple concepts and tested them using surveys sent to their target demographic. By asking questions about purchase intent after viewing a concept, they used data to select the most promising ideas, increasing the likelihood of success.

Stop spending money to test ads. Instead, publish a high volume of organic social content and identify what naturally gains traction. Then, convert only those proven, high-performing pieces into paid ads. This model dramatically lowers customer acquisition costs by ensuring ad spend only scales winners.

Stop guessing in boardrooms. Test creative concepts as organic social posts first. The platform's AI algorithm will reveal true audience relevance. Only use paid media to amplify the content that has already proven to over-index organically, ensuring ad dollars support winning ideas.

To de-risk ad spend, use your organic social media as a testing environment. Post content regularly, identify the videos or images with the highest engagement, and then repurpose those proven winners as paid ads by simply adding a call-to-action at the end.

For decades, ad budgets were used to force mediocre creative in front of audiences. The new model is to test many pieces of content organically first. When a post over-performs, use paid media to amplify that proven winner, shifting ad spend from hiding bad creative to amplifying good creative.

Stop guessing on creative in boardrooms. Test all content organically first and only amplify what has already demonstrated relevance with an audience, thereby eliminating wasted ad spend and de-risking media budgets.

Treat marketing creative like a ladder of validation. Test an idea as a tweet. If it gets engagement, expand it into an article. If that works, produce a video. This process of gathering feedback at each step ensures that by the time you create a high-cost asset like a TV ad, the core concept is already proven.

Treat organic social media as a free testing ground. Only allocate working media dollars to creative that has already proven its relevance by gaining organic reach. This eliminates guesswork and the need for unreliable focus groups or executive opinions.

Don't guess which ads will work. Post content organically and let the platform's algorithm validate it. When a post gets unusually high engagement, you've found a winner. Turn that specific post into a targeted paid ad to de-risk your ad spend.