Setting the right priorities
You are running a business, so your social team must think like performance marketers. Do not ask them how many posts they made. Ask them how many visitors they drove to the site. If they are only managing one account, they will never be able to show the kind of scale you need. Give them the freedom to look into tools like managed content networks, which allow them to amplify the impact of every single video they create.
What is a managed content network?
A managed content network is a set of many brand-owned Instagram pages that post your existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE. This is how you provide your team with the tools to succeed. They create the content, and the network handles the deployment. This gives them the power to test, learn, and grow at a pace that is actually meaningful to your bottom line.
Aligning team goals with business growth
As CEO, you need to see a return on your marketing spend. Ensure your team understands the relationship between content volume, reach, and site traffic. If they can show that the network is reliably bringing in visitors, they have earned your support. This puts the team in a position to deliver real growth, which is better for them and better for the company than just chasing vanity likes on your main brand profile.
Managing the platform ecosystem
Make sure your team understands that scaling reach carries inherent risk. Account bans are an expected technical hiccup in this model. TIDE manages this by replacing accounts, so the team does not have to worry about the technical details. They should focus on the metrics: traffic, conversions, and acquisition cost. Let the provider handle the platform compliance, while your team owns the creative quality and the conversion funnel.
Brief your team on traffic and conversion outcomes, and use a managed content network to provide them with the scale they need to succeed.
See your network before you hire.
Tell us what your footwear 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 success?
Measure by referral traffic and conversion rate. The network should be driving a consistent and increasing number of visitors to your checkout page.
Should the team handle the network?
The team should manage the creative assets, but the provider handles the technical side of the network to ensure it stays up and running.
Is this a change in team culture?
Yes. It shifts the culture from being focused on brand feel to being focused on performance-driven growth.