The science of the hook
Growth is all about the first three seconds. In our videos, we have to grab the parent's attention immediately. The brief for the creative team is to start with a relatable problem, like a baby who won't sleep or a safety concern. This hook is what drives the engagement that leads to traffic. I track which hooks work best and have the team produce more in that style. It is a systematic process of testing and optimizing our content assets for maximum impact.
Creating for conversion
Every video should have a clear path for the user. If they watch the tip, where do they go next? I ensure that our content is designed to funnel people to our site. This might be a clear call to action or simply a compelling reason to learn more. This is how I tie our content library to our conversion metrics. I am looking for the highest ROI on our content creation efforts, which means every video needs to be built with a goal in mind.
Scaling with network reach
Once we have our content library, we use a managed content network. A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This is the distribution engine that scales our tested content. It gives us the volume we need to keep our growth model on track.
The importance of rapid iteration
We are constantly testing new ideas. If a video doesn't perform, we drop it. If it does, we scale it. This is the only way to manage growth effectively in the baby space. I use the data from the network to guide our creative team, which keeps our content pipeline fresh and highly effective. This data-driven approach is what allows us to keep our CAC low while we continue to reach new parents. It is the core of our growth strategy.
Heads of Growth should focus on creating high-converting, hooked-based content and using a network to scale its reach and test for results.
See your network before you hire.
Tell us what your baby and kids products brand already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
How do I measure conversion?
Use UTM parameters on all links. This allows you to track exactly which videos are driving traffic to your site and how those visitors behave.
What is the best format?
Short, vertical videos are the standard. They fit naturally into the feed and offer a great way to deliver a quick tip.
Should I focus on brand or product?
Focus on the brand-product overlap. The most effective content solves a problem that your product happens to be the best solution for.