Influencer Marketing Example: Why Tests Without Expected Outcomes Fail

Maurice Rahmey, founder and CEO of performance marketing agency Disruptive Digital and a former Meta sales team member who helped Fortune 500 companies scale on Facebook and Instagram, breaks down how to build a structured testing culture that actually moves the needle. His core framework starts with a learning agenda: instead of testing randomly, write down the specific questions your business needs answered. From there, Maurice argues you should prioritize tests by two criteria, potential impact and ease of execution, and work through them in that order.

His clearest rule is that a test without a clear expected outcome is probably a bad test. If you can articulate what you are trying to learn and predict a plausible result before you run it, you have a good test worth running. This influencer marketing example of disciplined, hypothesis-driven thinking applies just as cleanly to paid media and creative experimentation.

Watch to see exactly how Maurice frames the prioritization conversation with his team and why he says most brands waste budget testing for the sake of testing.