Maximize your testing frequency
Your speed is your biggest competitive advantage. If you have a video that works, turn it into twenty different variations by changing the headline, the music, or the opening sequence. Then test them all. You want to see which one gets the highest conversion rate. This is how you lower your CAC and get more people into your gym. Don't waste time on one perfect post. Put your resources into testing as many versions of your winning content as you possibly can. The data will show you the winner.
Scale with a managed network
To push your winning tests to a massive audience, use a managed content network. A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This lets you get massive scale for your best tests without having to increase your ad budget. It is the ultimate way to leverage your best content.
Follow the conversion data
Always prioritize the videos that lead directly to a trial signup. If your repurposed clips are just getting likes but no one is booking a class, they are not helping you reach your growth targets. Focus your repurposing efforts on the formats and messages that have been proven to drive revenue. As a head of growth, your success is measured by the number of new members you bring in. Keep your focus on the bottom line and let the data guide your content strategy.
Keep your pipeline lean
Scaling should not mean adding complexity. Keep your content repurposing process as simple as possible. You need a workflow that allows you to take a winning asset and distribute it to all your channels in minutes, not hours. If your process is too slow, you are missing out on growth opportunities. Build a system that allows you to test and scale quickly. Your leadership team expects you to deliver results, so ensure your strategy is always focused on growth and efficiency.
Heads of growth should use scalable repurposing systems to drive testing velocity and lower their overall customer acquisition cost.
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Follow-up questions
What is the best way to test?
A/B testing. Change one variable at a time so you know exactly what is causing the change in results.
Should I test on every platform?
Test on the platforms where your target members hang out. Don't spread yourself too thin if your data shows only one platform drives sign-ups.
How do I handle failures?
Failures are just data. If a test fails, learn why, cut it, and move on. Don't dwell on it.