Split an always-on monthly budget in 3 buckets

Split an always-on monthly budget in 3 buckets

For a recurring program, not a one-off:
— 70% proven re-books: creators past your CPV ceiling
— 20% test bench: new accounts, capped at one post each
— 10% format experiments: new platform or new content type

Flow: the test bench feeds proven, winners graduate monthly, losers exit. A program with zero test budget stops improving by month three.

So what: protect the 20% test line even when the quarter is tight — it is your future 70%.

Benchmark: 20% test allocation refreshes ~30% of the roster annually (n=18 always-on programs).