Question: Let’s say you conduct a content audit on your competitors and see that they’re having success with live video, but you haven’t really tried live video yet. What might you do?
- Give up – they’ve already won the space, and it’s doubtful you can catch up at this point.
- Immediately start doing live video on every channel to take back your audience.
- Test out live video on different channels, and see how your audience responds.
Explanation
Competitor performance can identify opportunities, but it should not automatically determine the full channel plan. In Amazon Ads terminology, testing supports media strategy by validating whether a tactic fits the brand’s own audience and objectives. Trying live video in a controlled way helps measure response before scaling resources or budget. Audience results should guide the decision rather than copying competitors or abandoning the format.
Why the other options are incorrect
Give up is incorrect because competitor success does not mean the opportunity is closed.
Every channel is incorrect because immediate full-scale adoption ignores audience fit, channel behavior, and performance validation.
Source for verification
https://advertising.amazon.com/library/guides/media-strategy
https://advertising.amazon.com/library/guides/key-performance-indicator
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