With so many new platforms and opportunities for growth, how do we decide where to invest? Video, social, email, messaging apps, 360-degree video, VR, newsletters, instant articles, AMP, notifications, events. At Mic, we constantly run smart experiments. We form SWAT teams who build, measure and learn. These teams include members from edit, analytics, engineering, design and video. We approach experiments with creativity and rigor, and either go all in or move on to new opportunities quickly. Teams get anywhere from six weeks to six months to test an idea.