KOL Marketing: How can the effectiveness of A/B testing be boosted?

A/B testing, in statistical terms, is a method of two-sample hypothesis testing. This means comparing the outcomes of two different choices (A and B) by running a controlled mini-experiment[1]. The outcomes from the testing will then indicate which sample performs better. This method is also sometimes referred as split testing.

A/B testing is a popular method of experimentation in the fields of digital marketing and web design. For example, a marketer looking to generate higher conversions of a new credit card application advertisement may run an experiment to to determine which design of the two advertisements can generate higher conversions. In practice, the variables tested may include versions of a marketing material, audience groups, the location of the “buy now” button on the product page, and the times to publish the marketing material. The metrics used in evaluating outcomes may include conversion rates or click-through rates.

However, A/B testing can be difficult to implement in certain cases, such as in KOL marketing. It becomes time-consuming, and, not even possible because it is expensive to test with several  KOLs at the same time, given the marketer has to carefully select different KOLs to work with which involves a lengthy negotiation process. Therefore, the efficiency in conducting A/B testing in KOL marketing is usually not high.

However, with the emergence of Artificial intelligence (AI) enabled KOL Marketing, the efficiency of A/B testing can be optimized, making A/B testing in KOL marketing not only feasible, but also very cost-efficient. With the aid of AI technology, the marketer can easily insert its ads into many different KOL videos across many different categories (e.g. lifestyle, beauty, workout, gadgets) at the same time to test out which KOL category, or even which KOL, works the best for their campaigns. They can then adjust their strategy accordingly and place ads on the videos of those KOL categories or KOLs that generate the best results. For multinational campaigns, they can also test with many different KOLs across different countries. Using this method, brands can reduce the costs significantly in order to do A/B testing in KOL marketing.

If you are in the search for an AI-enabled KOL Marketing platform who can do A/B testing for your KOL marketing campaigns, Zyviz.com will be your only choice. Zyviz.com is currently the leading AI-enabled MCN platform in the world, and our ground-breaking model of AI KOL marketing makes testing your advertising campaign in many KOL videos across many categories and countries easy. Visit www.zyviz.com or contact us through info@zyviz.com.

[1] https://hbr.org/2017/06/a-refresher-on-ab-testing