How To Create an Effective Video Testing Strategy in 2023

As the digital marketplace becomes more and more competitive, it’s critical to stand out on video-first platforms. One of the best ways to do this is by showing your audience content they’re actually interested in—but how do you get started? With multivariate testing. 

Below, watch an on-demand webinar where QuickFrame’s Managing Vice President of Commercial Sales Catharine Meketa-Poirot joins Digiday to discuss multivariate testing and how brands can use it to make the most of their video strategy, from TikTok to CTV and beyond. 

Here, we’ll explore how multivariate testing differs from other strategies and how you can build a successful testing plan for your business. 

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A/B Testing vs. Multivariate Testing

Before we get too far into the discussion, let’s answer a frequently asked question: how is A/B testing different from multivariate testing? 

A/B testing can show you which of two options—including videos, images, and captions—your audience prefers. As Catharine explains in the webinar, this testing strategy gives you a clear thumbs-up or thumbs-down answer when comparing two variables. 

For example, some email providers allow you to test two subject lines within the first 500 (or so) customers. After the software finds the top-performing subject line, it sends it out to the rest of your audience to promote higher open and click through rates. 

While this is helpful information, that’s where A/B testing ends. 

With multivariate testing, you can go beyond those findings and gather specific insights. This testing strategy allows you to understand which elements of your creative resonate most with your audience so you can focus on them in future video productions. 

How To Optimize Your Video Marketing Strategy

As video-first platforms, including CTV and TikTok, continue growing, making the most of your video content across these (and additional) platforms is critical. 

Create Enough Video To Build a Functional Testing Plan

Multivariate testing won’t provide many insights if you only have one or two videos. So, before you even begin crafting your testing strategy, make sure you have enough video creative to sustain your plan and drive actionable data. 

You don’t have to overwork yourself or your marketing team. With the right partners and maker marketplaces—like QuickFrame—you can create a higher volume of content without overextending your internal teams. 

Identify Your Goals and KPIs Ahead of Time 

In order to effectively implement this strategy, you need to understand why you’re implementing it in the first place. You might want to ask yourself questions, including: 

• What do you want to learn? 
• What goals are you working toward? 
• What KPIs will you measure? 
• Which target audiences are you looking to reach? 
• Which platforms do you want to expand to? 

With your goals and objectives at the center of your strategy, you’ll be able to keep them in focus throughout the entire campaign. 

Build a Continuous Feedback Loop 

People (and their preferences) are always changing, which means it’s vital to search for new data all the time. We like to say: what worked last year may not work as well this year. But, honestly, this timeframe is rapidly shrinking, so this might be more accurate: what worked last week might not work today. 

With multivariate testing, you can always have new and improved information about your customers and the video creative they enjoy the most. This always-on strategy allows your marketing team to look at video creative through a performance marketing lens, allowing you to focus on your customers and their needs, while driving a specific message that aims for specific results. 

Plus, as trends and platforms constantly evolve, you’ll need to make agile changes to your campaigns mid-flight. With a continuous feedback loop from an effective testing strategy, you’ll always have the latest information about your video creative, allowing you to optimize your content quickly.

Be Patient With Your Strategy

While we’d absolutely love for it to happen overnight, even the most helpful multivariate strategies take time. 

Within the webinar, Catharine emphasizes the importance of being patient with your campaigns. Allow your campaigns to run for the entire time allotted in the strategy. This allows you to effectively measure the performance of your variables and understand the real success of your content. 

You might not see a clear winner right away, so remain patient and keep your campaigns running until you have enough data to make an informed decision. 

Effectively Utilize Your Data

Having access to data is one thing; putting it to use is another. Once you’ve successfully set up a multivariate testing strategy, it’s time to put the data to work. 

QuickFrame and MNTN Research released a report on creating the most powerful CTV commercial. Based on these insights and our objectives, we would want to make changes to optimize the next video campaign. For example, if a business is looking to increase website visits, based on this research, we recommend implementing 15-second videos and a neutral or positive tone. 

While this information is a great place to start, it’s critical to have data about your business’s video content. These insights can allow you to continuously improve your campaigns, help you meet your goals, and expand your business. 

Optimize Your Video Marketing With Multivariate Testing 

Watch the on-demand webinar above to learn more about the state of video marketing in 2023, why testing your video creative is essential, and how you can optimize your video marketing strategy in 2023 and beyond.