Creative testing that actually compounds

Most accounts produce a lot of creative and learn very little. Variants differ on everything at once, so no result is attributable.

Test hook, format and offer separately. Keep everything else stable long enough for the platform to deliver a readable result.

Write the hypothesis before the brief. If you cannot state what you expect to learn, the test is production, not research.

Every winning element belongs in a documented library the production team briefs from. That is what makes performance compound across quarters.