Instagram’s getting testy

Put your videos to the test

Instagram announced its rolling out A/B testing on Reels, giving creators the option to experiment with different captions and thumbnails to optimize video performance. Now, when crafting a reel on your phone, you can test up to four captions or thumbnails. IG will then present the variables to different audience segments in the initial 30 minutes, determine the most successful one, and update it. The winning version takes place on the profile or page, with the goal of helping creators use a data-driven approach for their content.

What does this mean for you? While having tested this feature years prior with creators on Facebook, it’s TBD if it will prove to be helpful for creators in the land of IG. The first 30 minutes may not be a strong enough data set to determine what the best thumb and title should be. But we know anytime creators can use data to support their decisions, the more successful their videos are. This is all about engineering the best content, not making content YOU think you’d watch. And this feature could help you.

🎥 What's Trending

Even though it wasn’t their video, the popular tumbler company, Stanley, turned this viral video into a free marketing opportunity. With over 80 million views, this creator posted a short 14-second video showcasing the wreckage she experienced after a car fire. The plot twist? Even though her vehicle melted like a candle, her Stanley drink tumbler not only survived, it still had ice in it. This viral video showcased the value of Stanley’s product in a visual way that was hard to deny. Plus, it led to the creator getting a new car sponsored by the cup company (a gift they say they’ll never do again).

Here’s what worked for the video:

The video starts right in on the action, showing the remains of her burnt-out Kia. This grabs our attention with need-to-see-to-believe visuals. Then, we’re immediately dropped into a state of wonder and curiosity as she pulls out the bright orange cup and shakes it to hear the ice, sparking emotions and our need to share this with others. Through the use of these three tactics, she created a must-watch and must-share video.

Your takeaway: While we HOPE no-one experiences such a devastating situation with their vehicle again, there are lots of ways you can grab attention at the front of your video with strong visuals. And if your company’s product is being tested and proven by creators out in the field, it’s important that you know so you can jump into the conversation as soon as possible to help keep the momentum going.