Write the core idea in one sentence

If a brief contains three different promises, separate them before production. A single clear idea gives the team room to develop genuinely different versions without losing the brand’s voice.

Let each format do its job

Use a still for a clear visual statement, a carousel for a sequence and voice or video for personality and timing. Keep the same factual source and approval requirements across the set.

Compare the response carefully

Different formats create different kinds of engagement. Look at saves, qualified questions and the next action in context. Treat early results as a clue for the next brief rather than proof of a universal formula.

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