Love this! I think it also brings up the point of not being too precious with your creative. Something that you love may not be what your audience loves — and that’s OKAY!
I’m curious what favorite AI tools you’d recommend for versioning? Feels like there’s a sea of them out there but none really do it “all.”
And yes! You're giving me pieces to add to my editorial calendar, namely 1) how to protect yourself from your own creative and 2) AI tools for versioning. More to come ... :)
One does not simply "post" anymore. The noise is deafening, and you better expect to enter the valley of despair at least a few times before catching fire.
That's why I love this forethought, it bakes in the idea of "I know I don't know everything, how do I plan for that?"
Mr. Beast did an interview once talking about thumbnails, and how he literally has a team of people just testing 10+ variations of one thumbnail. I wouldn't be surprised if I'm wildly underestimating how many variations he actually does.
I also think this should give people a sense of 'relief' in a way. Imagine pouring your heart into a campaign, only planning to release it the one way you've built, and then it bombs? Heartbreaking.
Now imagine the same scenario but instead you've planned 5+ variations across different platforms, and (because you're smart) you repurposed old content that cut the time down by 50%+.
It's impossible to predict - especially when the algos are so protected and the platforms are constantly changing to best one another. So yes, best to plan for not knowing everything!
Not surprised to learn there are full teams for testing thumbnails and the like — nor that a big name like Mr. Beast is driving the views and engagement he does because he has that team in place
Love this! I think it also brings up the point of not being too precious with your creative. Something that you love may not be what your audience loves — and that’s OKAY!
I’m curious what favorite AI tools you’d recommend for versioning? Feels like there’s a sea of them out there but none really do it “all.”
It's more than ok — it's necessary.
And yes! You're giving me pieces to add to my editorial calendar, namely 1) how to protect yourself from your own creative and 2) AI tools for versioning. More to come ... :)
One does not simply "post" anymore. The noise is deafening, and you better expect to enter the valley of despair at least a few times before catching fire.
That's why I love this forethought, it bakes in the idea of "I know I don't know everything, how do I plan for that?"
Mr. Beast did an interview once talking about thumbnails, and how he literally has a team of people just testing 10+ variations of one thumbnail. I wouldn't be surprised if I'm wildly underestimating how many variations he actually does.
I also think this should give people a sense of 'relief' in a way. Imagine pouring your heart into a campaign, only planning to release it the one way you've built, and then it bombs? Heartbreaking.
Now imagine the same scenario but instead you've planned 5+ variations across different platforms, and (because you're smart) you repurposed old content that cut the time down by 50%+.
The longevity alone is worth its weight in gold.
Thanks for this, Tighe!
It's impossible to predict - especially when the algos are so protected and the platforms are constantly changing to best one another. So yes, best to plan for not knowing everything!
Not surprised to learn there are full teams for testing thumbnails and the like — nor that a big name like Mr. Beast is driving the views and engagement he does because he has that team in place
"The message is clear: creative isn’t one moment of brilliance anymore." This is so true. Great article and wonderful tips! Thanks for sharing, Tighe.