Different audiences need different reasons to watch.

Streamly publishes professional content across subjects including finance, HR and marketing. Mira separated professionals and students into distinct paid social audiences, then tested creative for each.

Where it hurt

Streamly wanted to build its visibility as a source of professional content in a competitive market. Paid social offered another way to reach relevant viewers alongside organic search.

The strategy needed to recognise that professionals and students could arrive with different interests. Audience segmentation gave the tests a clearer focus.

What we saw

Professionals developing their skills and students exploring a subject need different reasons to watch. We used that distinction to plan separate creative tests, then gave each test a question about the format, subject or message.

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What we did, and why

1
Define the audiences
We separated professionals looking to develop their skills from students, with creative planned around the two groups.
2
Give each test a question
For HR content, the creative plan compared photographs of people with text-led ads, light with dark backgrounds, and shorter with longer copy. For AI content, it compared reels with still images.
3
Review the creative by subject
We reviewed audience response and creative performance, then used those findings to plan the next ads. The work included an AI reel and a promotion for Content Marketing World.

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What changed

The creative plan gave each batch a defined question about the subject, format or message, with audience response guiding the next brief.

The account review recorded the AI reel and Content Marketing World promotion as live, with further creative awaiting client review.

The Paid Social work.

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For brands like yours

For a content platform, the subject is part of the advertising decision. Streamly's testing plan connected creative choices to the videos it wanted people to watch.