Focus on solving problems
The content that performs best in a network is the content that solves a parent's problem. I tell my team to create videos that answer the questions our customers are already asking. Think about safety tips, sleep routines, or how to manage a toddler's tantrum. These are the topics that parents care about and that they will share with their friends. If the content is helpful, it doesn't need to be fancy. It just needs to be authentic and informative.
Keep it authentic and human
In the baby world, trust is everything. I want our videos to feel like they are coming from a real person, not a corporate brand. Use simple, direct, human language. Avoid over-produced, flashy edits. If a video looks like a helpful tip from a friend, it will perform much better than a polished, commercial-style video. This is what parents respond to. They want to know that you understand their life, and the best way to show that is through simple, honest content.
How a network amplifies your content
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 power of the network. It takes your library of helpful content and puts it in front of thousands of people. But it can only work with what you give it, so the content quality is the foundation of the whole strategy.
Building a consistent library
We are not looking for one viral hit. We are looking for a library of useful content that we can continuously distribute. I have my team focus on producing a few high-quality videos every week. We store them in a shared folder, and TIDE takes them from there. This is a very clean, organized process. By focusing on a steady flow of high-quality, helpful videos, we ensure that our network is always full of fresh, relevant content that keeps our audience coming back for more.
Founders must provide a steady stream of authentic, helpful, and problem-solving video content to make a content network successful.
See your network before you hire.
Tell us what your baby and kids products 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
Should I use professional cameras?
Not necessarily. Smartphone footage often feels more authentic and works better on Instagram. Focus on the message, not the equipment.
What is the ideal video length?
Keep it short. 15 to 30 seconds is usually the sweet spot for tips. You want to get straight to the point and provide value quickly.
How many videos do I need to start?
You don't need a massive library, but having 10 to 20 strong, evergreen videos is a good foundation to test what works and then scale up.