Turn the report into your next brief

Watch the posts alongside the numbers

Open a few of the strongest posts and a couple that reached fewer viewers. Look back at the topic, first shot, caption, page and posting window. Write down one difference you could test. For example, a clip might open directly on a play while another spends its first shot setting the scene.

Write one change into the next brief

Ask for one specific change, such as opening the next batch on the action. Carry forward as much of the original setup as you can, including the market and type of page, and decide when to record the numbers.

When the next report comes back, pull up both batches together. Note any differences in the pages or timing and decide whether the change is worth keeping for another round.