Why one post is not a test
Chapter 1: Most formats don’t fail, they never got a chance
When brands experiment with new content formats, the temptation is to declare them a success or failure after just one or two posts. A team spends hours producing a new video series or trying a different storytelling approach, only to see average numbers on the first try. Conclusion? "It doesn’t work." Decision? Drop it. But this is like launching a new product and giving it one day on the shelf before pulling it. In reality, content needs time, consistency, and repetition to prove its potential.
“Not all content flops, some just ended up in the wrong room.”
Chapter 2: Algorithms reward consistency, not just creativity
Most social platforms work the same way: a new piece of content is first shown to a small segment of users. If it performs well, it reaches a broader audience. If not, it dies in silence. That first segment, what we call the ‘first cell’ is often unpredictable. It could be made up of inactive users, the wrong interests, or even just bad timing. If your content lands there once and never again, you might be killing a winning idea before it had a real shot.
Instead, give a new format at least 6 to 10 iterations. Change the hook. Adjust the caption. Try a different time. Test it properly and study what improves. Otherwise, you’re not testing. You’re just trying.
