Focus on the bottom line
When you brief your team, start with your revenue goals. If your social team only reports on engagement, they are missing the point. Your brief should explicitly define what success looks like: new customer acquisition and direct sales. Tell them that every video, every caption, and every story needs a clear call to action. You are not paying for art. You are investing in a channel that should bring customers to your door. If they cannot show you the math, the brief is failing.
Demanding clarity and speed
You need a fast feedback loop. Your social team should test new scent stories quickly. If a video is not driving results within a few days, it should be replaced or modified. Your brief should empower them to test aggressively. Tell them to focus on high-quality content that reflects your brand mood but is also designed to sell. Do not get bogged down in internal meetings about minor edits. Focus on the results of the tests and keep moving toward what works.
Automating your distribution
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, so organic reach grows with the number of pages instead of headcount or ad spend. Include this in your brief. Tell your team that their job is to create the assets and oversee the network, not manually post to one account. This gives you scale without adding staff.
Setting clear expectations
Your team needs to know that you value testing and iteration over perfect, polished campaigns. Be transparent about your risk tolerance. You want to reach as many people as possible, and you are willing to use networks to get there. If they are uncomfortable with this approach, you need to find people who understand your growth mindset. Your brief should clearly define the tools they will use and the metrics they will own. When expectations are set, you can focus on building your brand.
Brief your social team on measurable revenue goals and require them to use automated distribution to maximize organic reach.
See your network before you hire.
Tell us what your fragrance 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
What should I ask for in a monthly report?
Ask for the number of visitors sent to your site and the conversion rate of that traffic. Ignore follower counts and likes entirely.
How much creative should I provide?
Provide enough to keep the network refreshed. Your team should focus on creating video loops that highlight the scent and the gifting experience.
What if the team is resistant to automation?
Explain that it frees them up to focus on strategy and high-level creative, which are more valuable to the business than manual posting.