Creative Testing Framework
Paid social success depends entirely on creative quality. The SPARK creative testing framework runs continuously — every 2 weeks, new creatives are tested against the current control.
Creative Testing Rules:
- Never run more than 3 creative variants simultaneously per platform
- Test one variable at a time: hook, format, or CTA — not all three
- Minimum 3 days of data before declaring a winner (minimum 1,000 impressions per variant)
- Winning creative becomes the new control. Losing creative is retired immediately.
- Refresh winning creative every 3–4 weeks to prevent ad fatigue
Creative Hierarchy — What Works for Dating Apps
| Creative Type | Expected CTR | Expected CVR | Notes |
|---|---|---|---|
| UGC-style (creator holding phone, authentic reaction) | 2.5–4% | 4–6% | Best performer. Feels organic, not like an ad. |
| "I tried this app for 7 days" format | 2–3.5% | 3–5% | Strong for TikTok. Authenticity drives installs. |
| Social proof ("Join 5,000 Bangkok singles") | 1.5–2.5% | 2–4% | Works once brand has credibility. Weak pre-launch. |
| Polished brand video | 0.8–1.5% | 1–2% | Weakest performer. Looks like an ad. Avoid pre-PMF. |
| Event recap content | 2–3% | 3–5% | Strong for Phase 3+. Shows real social proof. |
CAC Ladder — Scaling Rules
The CAC ladder defines when to increase paid acquisition spend and when to hold. Scaling before the ladder conditions are met wastes budget.
| CAC Level | Condition to Unlock | Spend Level | Action |
|---|---|---|---|
| Level 1: Test | Any stage | $2,000/month | Test 3 creative variants. Identify winning audience. |
| Level 2: Validate | CAC below $20, CTR above 1.5% | $4,000/month | Scale winning creative. Expand to lookalike audiences. |
| Level 3: Grow | CAC below $15, referral rate ≥15% | $8,000/month | Add second platform (TikTok if Meta is primary, or vice versa). |
| Level 4: Scale | CAC below $10, referral rate ≥25% | $15,000/month | Full multi-platform campaign. Activate mid-tier influencers. |
| Level 5: Accelerate | CAC below $8, WOM rate ≥30% | $25,000+/month | Paid ads amplify organic growth. Series A fundraising mode. |
SCALING RULE: Never scale paid acquisition before WOM rate is ≥20%. Scaling before WOM is established means you are paying full price for every user. After WOM reaches 20%, every paid user brings 0.2 organic users for free — your effective CAC drops by 20%.
Platform-Specific Strategy
Meta (Facebook + Instagram):
- Primary audience: Women 25–35, Bangkok, relationship-minded
- Secondary audience: Men 26–38, Bangkok, professional
- Best format: Instagram Reels (15–30 seconds), Stories (swipe-up)
- Bidding: Cost cap at $15 CPR (cost per registration) initially
- Lookalike: Build from email list of first 500 users
TikTok:
- Primary audience: Women 22–30, Bangkok
- Best format: In-feed video, 15–30 seconds, hook in first 3 seconds
- Creative style: Authentic, creator-style, not polished
- Bidding: CPM initially, shift to CPA once pixel has 50+ conversion events
- Best performing hook: "I tried Bangkok's newest dating app for a week..."
LINE Ads:
- Thailand-specific. LINE is the primary messaging platform.
- Use for retargeting: users who visited the app store but did not install
- Best format: LINE News Feed ads, LINE OA sponsored messages
- Budget: 15% of total paid budget
Paid vs Organic Scaling Rules
| Condition | Paid Spend | Organic Focus |
|---|---|---|
| Pre-PMF (Phase 1–2) | $2,000–4,000/month | 80% of growth effort |
| Post-PMF, pre-event (Phase 2–3) | $8,000–12,000/month | 60% of growth effort |
| Event phase active (Phase 3) | $12,000–16,000/month | 40% of growth effort |
| Scale mode (Phase 4) | $20,000–30,000/month | 30% of growth effort |
RULE: Paid acquisition is fuel, not the engine. The engine is WOM + referrals + events. When the engine is running, add fuel. When the engine is not running, adding fuel just burns money.