Experiments
The Experiments tab proposes new reel ideas to test each week — deliberately adjacent to your winners, aimed at an audience you're not reaching yet. Each has a hypothesis, what to shoot, and the number that decides if it worked. Experiments move from running → graduated (it works, keep it) or killed (it doesn't).
ODD Ideas
At the bottom of Experiments is ODD Ideas — the swap format: wrong tool (or wrong person), right result. The swap is the hook; your product visibly doing its job is the proof. Merge generates these from your own winners, tuned to your niche.
Note · Shoot the swap so the payoff lands inside the first 5–6 seconds — that's what keeps viewers (and, on Facebook, what gets you paid).