CJ Friedlander

Full Squad’s Facebook page had remained near 29K followers without a defined platform-specific content strategy. Rather than assuming that content performing on YouTube, TikTok, or Instagram would translate to Facebook, I began testing original formats created specifically for the platform — both independently and with Full Squad talent.

I evaluated each experiment using viewership, retention, engagement, non-follower reach, and follower conversion. Formats that produced repeatable results became recurring content pillars, while underperforming concepts were revised or discontinued. This test-and-learn system transformed Facebook from a secondary distribution channel into a major audience-growth engine.

The same process guides my work beyond Facebook: start with the audience, develop an idea for the platform they’re using, and let the results shape what comes next. I look at how people discover, watch, and engage with content on each channel, then adjust the format, hook, and packaging accordingly. If something works, I build on it. If it doesn’t, I use what I learned to make the next idea stronger.

1. Hypothesis

   I identified formats that might work for Facebook’s audience instead of assuming our TikToks or YouTube videos would perform the same way there. Each idea started with a specific audience behavior or content opportunity to test.

2. Produce

   I developed original Facebook-first formats, creating some independently and others with Full Squad talent. The goal was to give each test a clear concept and a reason to exist on that platform.

3. Publish

   I packaged and posted each test with copy, timing, and distribution in mind. That gave us a fairer read on the format than simply cross-posting it unchanged.

4. Measure

   I looked beyond views to retention, engagement, non-follower reach, and follower conversion. Together, those metrics showed whether a format was attracting the right audience and giving people a reason to stay.

5. Scale or Iterate

   I turned formats with repeatable results into recurring content pillars. When an idea fell short, I adjusted the concept or stopped producing it and put that effort toward stronger opportunities.