Sizzle AI · B2C · AI learning app
Scale a winning video by testing 10 headlines, then new countries and devices
Winner scaled into hundreds of ads; one-word headline changes made a difference
Workedpaid-socialexperimentation
What they did
Once a video wins, go 'deeper' before 'wider': keep creative and targeting constant and test one factor at a time, e.g. 10 headlines, cutting losers and rechecking weekly that the pattern holds. Then split by country and device (iOS converts much better) rather than student/interest targeting, since the algorithm finds the audience; TikTok works better for US targeting, Meta for global. Each country has its own LTV/MRR goals and may or may not get a free trial. Vary the intro or outro of the same creative to avoid fatigue, ending up with hundreds of ads per ad group. New audiences with different value propositions count as horizontal scaling. He moves through each layer within a week.
What happened
Winning creative spread across hundreds of ads; headline tests showed clear outliers and 'one word make a difference'. No overall numbers.
- Stage
- growth
In their words
The Superwall Podcast · Yev Marusenko - How I Grow Viral Apps to 1M+ Downloads (just copy me)“So, it's the same video ad, same targeting, but I'm just testing just one factor, in this case it's creative, and seeing um just the differences in the performance.”
“On the audience, uh making sure that it's clear on device and countries, less on the student or interest, because the algorithm is really good.”
“The TikTok is like working better for like US targeting, and then Facebook is working better for global targeting.”
“it's like the same creative, but then like changing like the intro or the outro. This is where like on the creative side, there's like some variations just to like not fatigue the audience”
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