Setting the right goals
Don't ask your team to increase likes. Ask them to increase the number of attributed installs coming from your organic social media. This is the only goal that matters for your business. If they can't show a clear path from social to store, they are not working for you. Be direct about this from the start. Your expectation is growth. Any team member who can't align with that isn't the right fit for a studio that needs to hit its growth targets.
The power of high-volume distribution
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 only model that will give you the reach you need to grow your player base. Brief your team to focus on using this type of model to maximize their impact and minimize your operational overhead.
Focusing on creative execution
Your team's time is best spent on creative, not manual posting. Tell them that their job is to produce the best possible gameplay clips, not to manage logins and posting schedules. By freeing them from the manual work, you allow them to be more productive and effective. Their focus should be on creating high-quality video that resonates with players, which is the best way to ensure your content is successful and your studio is growing.
Managing for efficiency and scale
When briefing your team, make it clear that you are looking for efficiency. You want a system that works automatically, and you want them to be able to manage that system. If they don't have the technical expertise to manage a large network, they should be working with a partner who can. Your priority is to have a scalable growth engine that doesn't add to your headcount costs. This is the only way to stay competitive in a market where your competitors are also looking for ways to scale their growth.
Brief your social team on install growth and high-volume distribution, not on engagement or likes.
See your network before you hire.
Tell us what your mobile game studio 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 look for in a social manager?
Look for someone who understands growth, not just branding. They should be analytical and focused on how to drive installs through organic content.
How do I measure their success?
Measure their success by the number of organic installs they generate and the conversion rate of the content they produce for your network.
Should I hold them accountable for account bans?
Hold them accountable for having a process in place to handle them. They should be working with a provider that replaces banned accounts to keep your reach consistent.