Lowering CAC with recycled content
Every piece of content you have is an opportunity to get a new customer. If you have videos sitting on a server that are not being used, you are wasting your resources. Use them. Post them across multiple channels to reach new potential travelers. Because you have already paid for this content, it is effectively free to distribute. This is a simple way to lower your CAC and get more bookings without needing to spend more on ads or content creation.
Scaling testing with 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. This is the fastest way to get your content out there. You can test which of your unused clips drive the most clicks to your booking page. TIDE handles the technical maintenance and account replacements if Instagram bans any pages, keeping your pipeline clear.
Driving conversions with proven assets
Use the data from your tests to identify your top-performing assets. If a certain clip of an itinerary or a destination is consistently driving bookings, put your full paid ad budget behind it. This is how you scale. Don't waste money testing new concepts when you have old ones that are already proven to work. Use your unused UGC as your testing ground, and then scale the winners. This is the most efficient path to high growth in the travel industry.
Keeping your focus on the bottom line
Don't let your team get distracted by content that doesn't convert. Everything you do should be aimed at driving more bookings. If you have unused UGC, find a way to make it sell. If it doesn't sell, stop using it. Keep your marketing efforts lean and focused on the results. This disciplined approach will help you hit your targets and show the leadership that you are focused on the business, not just the social media activity.
Heads of growth should repurpose unused UGC across a managed network to drive conversions and optimize their acquisition costs.
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Follow-up questions
How many times can I reuse a video?
As long as it keeps performing. Use your data to decide when a clip has reached its limit and swap it out.
What happens if the content is too old?
Test it and see. You might be surprised that your old content is still effective at grabbing the attention of new travelers.
How do I measure the success of this strategy?
Look at the number of bookings and the cost per acquisition. If those numbers improve, the strategy is working.