Days 1, 30: The build phase
This is all about getting the infrastructure ready. You and the provider will map out the strategy, define your brand guidelines, and start populating the network with your initial video library. You will see the first accounts go live. Don't expect huge results yet. This is about building the engine. You will also get used to the rhythm of having a provider manage these assets. It is a time for setting the stage and making sure everything aligns with your brand.
Days 31, 60: The testing phase
Now you are running. You will start seeing traffic flow into your site. This is when the data becomes interesting. You will learn which video styles get the most clicks and which ones don't. You might see some account churn, but that is part of the process. Your role here is to feed the provider the winners and cut the losers. You are tuning the machine. You will see your first meaningful conversion numbers, and you will start to understand the potential of the network.
Days 61, 90: The optimization phase
By now, you have a baseline. You know what works, and you are starting to refine your creative for higher conversion. You are optimizing the landing pages, the CTAs, and the content pipeline. You have a better handle on the risk and the reward. You are not just 'doing it'; you are 'managing' it. You are starting to see consistent results, and you are feeling the impact on your booking slots. It is a time of confidence and refinement.
What is the expected outcome?
A clear, data-driven understanding of how this channel works for your brand. You will have a proven pipeline of traffic that you can now scale. You will know exactly what the costs are, what the risks are, and what the returns are. You will be in a position to decide whether to double down, pause, or pivot. It is the end of the experiment and the beginning of a sustainable growth channel.
Treat the first 90 days as a dedicated testing period to find your winning creative and establish a baseline for your growth.
See your network before you hire.
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Follow-up questions
Is the traffic always consistent?
It can be, but it will fluctuate as accounts are rotated. That's why you need to look at the aggregate data over time.
What if I don't see results after 30 days?
Don't panic. It takes time to find the right creative mix and for the network to gain traction. Give it the full 90 days.
Can I speed up the process?
Yes, by providing more, higher-quality content from the start. The more your provider has to work with, the faster they can find what works.