A **concept** is the big structural idea; before/after transformation, customer testimonial, founder rant, product demo. A **variant** (also called an iteration) is a small change within that concept; different hook, different color palette, different opening clip.
A concept is the big structural idea; before/after transformation, customer testimonial, founder rant, product demo. A variant (also called an iteration) is a small change within that concept; different hook, different color palette, different opening clip.
Historically, best practice has been to test concepts and then iterate on winners. Meta’s Andromeda algorithm has made iterations less effective, but there is still some value in them.
A concept is the big structural idea; before/after transformation, customer testimonial, founder rant, product demo. A variant (also called an iteration) is a small change within that concept; different hook, different color palette, different opening clip.