A/B testing and the 1% challenge at Grant Thornton Australia

Social media is all about experimentation, but how do you know what actually works?In this episode, Jasmine Deo, Senior Digital Marketing Manager at Grant Thornton Australia, joins us Behind the Post to share how her team uses A/B testing to improve social performance by 1% every week – small changes that lead to big results over time.Jasmine walks us through how her team plans and executes A/B tests, from brainstorming sessions to analyzing the data. She shares real-life experiments they’ve conducted, including how a simple color change on a CTA button led to higher engagement.She also dives into how algorithm shifts impact testing strategies, why testing small tweaks can be just as powerful as large-scale changes, and how brands can balance experimentation with maintaining a strong brand identity.Hot Topics:How to structure A/B tests for better resultsReal examples of small changes that made a big differenceWhat the 1% challenge is and how it builds long-term successHow to adjust testing strategies as platform algorithms change