Fixing the reach issue
The reason your social media is underperforming is likely a lack of scale. You are not reaching enough people to generate the installs you need. You need to increase the number of places where your content appears. If you only have one account, you are limited by the algorithm's whims for that one page. You need to spread your risk and your message across many pages. This ensures that you have multiple entry points for new users to discover your app.
The power of a managed content network
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. This network solves the scale problem instantly. You get the reach of dozens of pages without the headache of managing them individually. This is exactly what a head of growth needs: a system that scales distribution automatically so you can focus on the next big experiment.
Iterative testing for growth
Your job is to find the hooks that convert. If your content is not working, change the hook, change the call to action, or change the video format. Use the data from your network to see which clips drive the most traffic. If you do not have a constant flow of data, you cannot optimize. Make sure your team is documenting every test and its outcome. This loop is the foundation of growth. If you are not learning every day, you are not growing.
Managing your resources
Do not let your team get bogged down in manual tasks. If they are spending all their time posting, they are not spending time on strategy. Use automation and network services to handle the distribution. This frees up your team to focus on the high-level work of analyzing performance and refining your message. Remember that your goal is to grow the app. Every decision you make should be in service of that objective. If it doesn't help you acquire users, it is a distraction.
Solve your social media stagnation by scaling your distribution and using data to guide your creative testing.
See your network before you hire.
Tell us what your consumer app company 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
How can I avoid burnout?
Automate the distribution. You do not need to manually post to fifty pages every day. Let a system handle it for you.
What is the most important metric?
Always look at your conversion rate from social clicks to app installs. It is the only metric that directly correlates to your growth.
What if my app looks bad on some pages?
Prioritize high-performing pages. You can always curate which accounts represent your brand best, even in a large network.