Why Experimentation is the Missing Ingredient in Your Social Media Strategy
Social media marketing isn’t an exact science. There are still so many unknowns—what works today might not work tomorrow. Over the past two decades, we’ve seen social platforms emerge, evolve, and disappear. Facebook launched nearly 25 years ago, followed by Instagram, Snapchat, TikTok, and more. Each platform introduced new behaviors, new algorithms, and new ways to engage with audiences.
Because social media is constantly changing, marketers need to approach their strategies with a mindset of experimentation—constantly testing, refining, and adapting to stay ahead of the curve.
Why Experimentation in Social Media Marketing is Essential:
Staying Ahead of Algorithm Changes
Social media platforms frequently update their algorithms, often prioritizing new content formats to encourage engagement. These shifts can boost or tank a brand’s visibility overnight. Experimenting with different content types, posting times, hashtags, and engagement strategies helps brands stay agile and adapt before competitors do.
Example: Instagram’s Pivot to Reels
When Instagram shifted its focus from static posts to Reels, brands that quickly embraced short-form video saw a significant engagement boost.
- Four Seasons Hotels & Resorts (@fourseasons) leveraged Reels to showcase immersive guest experiences, leading to higher engagement.
- Marriott Bonvoy (@marriottbonvoy) tested Reels with a mix of influencer partnerships and cinematic hotel showcases, keeping content fresh and interactive.
Understanding Audience Preferences Through A/B Testing
Your audience isn’t static—their preferences evolve constantly. What resonated last month might underperform this month. This is where A/B testing becomes crucial. Experimenting with different captions, content formats, and posting times can help marketers uncover what truly resonates with their audience.
How to A/B Test in Hospitality Social Media Marketing
- Captions – Do question-based captions drive more engagement than statement-based ones?
- Content Formats – Do high-production brand videos perform better than candid, user-generated content?
- Posting Times – Does engagement spike in the morning or evening?
At Pier Sixty-Six, we’re running our own A/B Testing on socials to understand our audience better. One of our tests is polished, brand-created Instagram Stories vs. guest-reposted Stories to see which drives higher engagement. The other is post timing strategies to determine the best time to publish for maximum reach.
Unlocking Virality and Organic Growth
Many viral trends start as social media experiments—brands stepping outside their usual content strategy and trying something new. Hotels have seen massive engagement growth by testing:
- ASMR-style room tours instead of traditional hotel walkthroughs.
- Cinematic storytelling videos instead of static images.
- Humor-driven social posts instead of corporate messaging.
Data-Driven Decision Making for Long-Term Success
Social media experimentation isn’t just about creativity—it’s about data. By tracking content performance, brands can:
- Double down on high-performing content (e.g., if Reels outperform carousels, shift content strategy accordingly).
- Eliminate underperforming tactics (e.g., if formal LinkedIn posts underperform, shift to personality-driven storytelling).
Test, Learn, Iterate, Repeat
Social media marketing is not static—it’s dynamic, unpredictable, and ever-changing. The brands that embrace experimentation as a core strategy are the ones that stay ahead, drive engagement, and maximize revenue.
Key Takeaways:
- Test new content formats and emerging features before competitors.
- Use A/B testing to refine content strategies and audience preferences.
- Track data-driven insights to scale what works and pivot from what doesn’t.
- Lean into creativity and storytelling to unlock organic growth.
Brands that test, learn, iterate, and repeat will dominate the ever-evolving social media landscape.