The biggest lever
Two businesses can use the same platform and reach similar people. The stronger ad wins because it makes the problem, value and next step easier to understand.
Make a family of ideas
One good video is not enough for a long campaign. Build several honest versions of the same idea so the platform can learn and the audience does not get tired of seeing one ad.
Test meaningful differences
Test a different promise, proof point, opening or speaker. Do not waste the budget testing tiny changes that teach you nothing about the customer.
Plan before production
Know the placements, sizes and lengths before the shoot. The most expensive video is one that cannot be used where the campaign needs it.