Demanding growth, not just vanity
When you write your social brief, be very clear that you expect growth, not engagement. You need traffic to your ticket pages. Tell your team that you want them to use a managed content network, which is a set of many brand-owned Instagram pages that post your videos many times a day from real iPhones, run by TIDE, to hit these goals. This gives them a concrete way to reach your growth targets and makes your marketing more effective at driving results.
Scaling with testing and automation
Brief your team to use the network for testing. Tell them you want to know what works, and that the only way to know is to test at scale. By using an automated network, you can run multiple creative tests simultaneously. This gives you the insights you need to optimize your campaigns and drive more sales. It's about building a learning culture in your team, where every post is a chance to gather data and improve your overall results.
Optimizing for low customer acquisition costs
Tell your team to focus on the cost per acquisition in everything they do. If they are spending too much to get a ticket sale, they need to change their approach. The network is their tool for this, as it allows them to reach thousands of people at a fraction of the cost of paid ads. Make this a key part of your brief. When they see the link between distribution and profitability, they will work much harder to get the network working at its best.
Planning for the inevitable
Your team needs to be prepared for the platform's unpredictable nature. Brief them to expect account churn as part of the process. Tell them that the goal is to keep the network's total reach high, not to save every single page. Work with a partner like TIDE to manage the replacements. This takes the technical stress off your team and lets them focus on what matters most: growing your event brand and driving ticket sales.
Heads of growth can drive better event results by briefing their team on a growth-first, scalable distribution strategy using a managed content network.
See your network before you hire.
Tell us what your events 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
What is the most important metric?
The conversion rate of traffic from the network to your ticket page. That is the only metric that shows how your growth efforts are paying off.
How can I keep them focused on data?
Keep the feedback loop tight. Look at the numbers weekly, and give them direct feedback on what is working and what needs to be changed.
Is this a good way to test new markets?
Absolutely. It's a low-cost, high-volume way to test interest in new regions or event types before you commit your full marketing budget.