was tested with between ten and twenty interests. We tested about a
thousand variations of content. The three most successful variations were:
1. A quote by marine wildlife conservation and environmental activist
Paul Watson that said, “The oceans are
the last free place on the
planet,” with a photo of a woman paddleboarding next to a beautiful
wave;
2. A quote by oceanographer Sylvia Earle that said, “No water, no life.
No blue, no green,” accompanied by
a video of one of my friends
paddleboarding next to a gray whale mother and her young calf;
3. A headline that said, “One of the many beautiful reasons to protect
our oceans,” with a photo of a whale’s tail
sticking out of the water
before it dives deep into the ocean.
Testing one thousand variations allows you to learn. You will find that
even one little tweak to a word or to a background color can make all the
difference in the world. And although it may sound tedious, by duplicating
the ad sets you can create a thousand variations in under an hour. Build one
ad set and then keep duplicating and swapping out different interests. You
don’t have to build the quotes from scratch—just duplicate by changing out
slight variables.
To decide which ads to leave running, think about your goals. If your
goal is a penny per follower and all the ads are generating that result, you
leave them on. You always turn back to the equation “I want to hit a million
followers and I want to do it for ten grand.” If this is your goal, then you
need to hit a penny per follower. If the ad is not yielding a penny per
follower, you simply turn it off and try a new variation that gets the results
you’re trying to achieve. Remember to test
and measure at scale as many
types of content as possible to learn what best resonates with your audience.
When I spent the month building a million followers, I would measure
—in real time—the response rate of which content got people to follow me.
I would test hundreds—and in some cases, thousands—of variations to
determine what yielded the best results. Every night at midnight I would
launch between a hundred to three hundred variations of content, and when
I woke up in the morning I would measure the results and set a new test for
the next night.
Over the course of thirty days, I tested more than five
thousand variations of content.
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