How do you A/B test your video marketing strategies and find out what works best for your audience?

To A/B test video marketing strategies effectively: - Test different video lengths, formats, and content themes. - Experiment with various calls to action (CTAs) and placement. - Use different thumbnails and titles to see which attract more clicks. - Analyze audience retention rates and engagement metrics. - Test distribution channels and posting times. - Segment your audience to personalize video content. - Implement tracking parameters to measure conversions. - Gather feedback through surveys or comments. - Continuously iterate and optimize based on test results. - Monitor industry trends and competitor strategies for insights.

A/B testing various video elements optimizes marketing goals and ROI by identifying what engages your audience, driving action and avoiding investment in ineffective content.

Oh man, why A/B test videos? The question should be why AREN'T you testing them? Videos are increasingly the direction that content is heading in. Sure, there'll always be a desire to read, but as more and more of the word connects to the internet for the first time, video is what makes it easy for them to connect and understand content. So, if you can create a video that: 1. Stops someone scrolling 2. Keeps their attention 3. Drives them to your website or app You've got a winning formula. And A/B testing is the key to understanding which of your videos should be part of your magic conversion pie.

Best way to A/B test video marketing is by isolating a variable. Here are some examples of variables I've tested on LinkedIn paid social. - Video length - Format - 5 second opener

A/B testing in video marketing is a crucial part of my strategy to connect with my audience. I start by creating two variations of a video, focusing on different elements like the hook, call-to-action, or visuals. Then, I use analytics to track engagement, watch time, and conversion rates for each version. Personally, I find it insightful to gather feedback directly from viewers. Their comments and preferences often reveal what resonates most. Over time, these tests refine my approach, ensuring I create content that not only informs but also engages my audience on a deeper level.

Two of the most important optimisations to make when approaching video is 1. Thumbstop 2. Dropoff The first especially on socials we need to capture as much of the audiences attention as we possibly can optimising this alone can have game changing results for brands. We could run the exact same video creative but by optimising the first three seconds we can double even triple the performance of the asset. Once we are able to capture our audiences attention we then need to monitor at what sections viewers are dropping off and workout why the previous section is causing customers to lose interest.

Start A/B testing with a clear hypothesis and measurable goal, deciding on test duration and traffic allocation for each video version.

As with any test, it's vital to get VERY CLEAR on what it is you're testing. But not only that: The 'Why' is just as important. And your Why should be backed by data. For instance, if you know that 80% of viewers drop off after 4 seconds of the video, but 95% of those that stay beyond that are converting, then you probably want to test different 4-second intros! Without that kind of data you're just blindly testing your feelings. And feelings are cool 'n all, but they don't pay the bills. So, the takeaway here? Before you set up any A/B test, switch your mindset: from warm, fuzzy, feelings ?? to cold-blooded data ????

Setting up an A/B test for videos is pretty straightforward. First, pick one element to test, like the thumbnail, title, or video intro. Then, create two versions—let’s call them A and B—with just that one difference between them. Most platforms, like YouTube or Facebook, have built-in A/B testing tools, or you can use third-party tools. Upload both versions and let the tool split the traffic between them evenly. After some time, compare the performance metrics (views, watch time, engagement) and see which one does better. Use those insights to improve future videos!

A/B testing your video marketing isn’t just about tweaking variables—it’s about understanding your audience’s behavior at a deeper level. Start with a strong hypothesis that challenges assumptions, like “Will showcasing people over products drive higher engagement?” But don’t stop there. Consider how elements like video length, tone, or even platform impact your results. Allocate enough traffic and time to capture meaningful data, and always analyze why a certain version performed better. The real power of A/B testing lies in uncovering insights that guide your overall strategy.

The worst thing about video is the need to get it edited - it's often a dark art. 1. You rarely end up with what you imagined. 2. It can cost serious $$ 3. You're dependent on an editor's capacity (thankfully less now with AI). So my tip here is to keep your edits simple. First, focus on what the data tells you is the best place to test. Likely it's going to be some variation of: 1. Thumbnails 2. Your Intro 3. Something important but overlooked, like which kind of voiceover you're using. Each of these are quick to test, don't take a ton of editing time (often they don't need a professional editor), and can be done with multiple variations so you end up with ABC or a 'next in line to test' option. Data + Simple Elements = Long term wins

Create two video versions differing only in the tested variable, like thumbnail images, using video editing tools or platforms that manage multiple versions.

Creating video variations for A/B testing is where creativity meets precision. It’s not just about swapping out a thumbnail or tweaking one element—it’s about maintaining consistency across all other factors to isolate the impact of your chosen variable. Think of it like a controlled experiment in a lab. Use this opportunity to dig deeper into what truly resonates with your audience, whether it’s visual elements, messaging, or calls to action. The devil is in the details, and the insights you gain can be huge!

Funny how everyone comments on the initial questions but once it comes time to "How do you actually test" no one seemingly knows ?? I would highly recommend focusing on adding a video to your site vs using another platform (even ads) to run a test...you will be very limited if you have to test it on another platform. Many video platform tools say they do A/B testing but are a joke when it comes to methods that the test is actually run and doesn't allow you to have full control. Saying you should test with Google Optimize shows that this article is dated or how it was written doesn't include subject matter experts who know that tool has sunset already...

Document the learnings in your experimentation center of excellence and turn what won live if the lift was high enough in relation to how much it will cost to turn live. Don't overcomplicate it. Most tools will also let you "deploy" the winning version while you share the CSS and Javascript with the Dev team who will be hard coding it.

But according to me, A/B testing is outdated! The future is real-time AI personalization. Instead of basic segmentation, AI tailors content for each viewer, learns what works, and optimizes on the spot for better results.

In my experience, most A/B tests don't work out. For every experiment that did work for me, about 85%-90% failed. It's important to document and share those failures because there's actually more value in them. By doing this, it also helps in setting realistic expectations about the limitations of A/B testing.

Apart from testing the videos themselves, the content placed around the video and its presentation can also provide an exciting basis for testing. For example, not all users watch the videos - so a small summary of the video content next to the video can be tested to arouse the user's interest or to ensure that non-viewers still get the most important information.