Influencer Marketing Campaigns: A Written Testing Agenda for Single Variables

Lissa Regets, fractional CMO and digital marketing consultant with 15 years of experience scaling more than 500 companies, walks through how to build a disciplined testing culture for influencer marketing campaigns. She argues that effective testing starts with a written testing agenda where each experiment targets exactly one metric at a time. Before launching any test, Lissa says you must define upfront what proof positive or proof negative looks like for your specific hypothesis, including how long the test will run and which metrics you will track. Isolating a single variable is non-negotiable: testing multiple things at once murkies your results and makes it impossible to know what actually caused success or failure. She also stresses iterating on each learning as many times as necessary to unlock a scalable insight rather than treating any single result as final. The payoff is incremental gains that compound over time. If your current tests feel inconclusive, her framework for structuring each experiment from the start may explain exactly why.