Focus on high-converting creative
Your creative brief is the foundation of your success. If the content doesn't clearly explain why the customer needs your glasses, the reach won't matter. Demand videos that show how your frames fit and how they look on different face shapes. Keep the message concise and focused on the value for the viewer. If your team understands that their job is to drive clicks, not just views, the quality of their work will improve significantly. Your brief is the guide for that change.
Maximize distribution with a network
Stop relying on a single brand account for all your organic reach. 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 lets you reach more people with the same team, allowing you to focus on strategy and results rather than just manual posting.
Drive a culture of experimentation
Use the data from your managed network to guide your team's efforts. If a certain type of video is performing well, have them create more. If not, have them try something else. Your brief should encourage constant testing and refinement. This is how you build a high-performance marketing department that delivers real value. When your team sees that their data is driving your marketing decisions, they will become more invested and effective in their roles.
Streamline and scale
Don't overload your team with administrative tasks. Let the managed network handle the heavy lifting of distribution. This frees your team to focus on making great creative content. A lean team is more agile and better able to adapt to new trends. Keep your process simple and your focus on the metrics that drive revenue. By doing this, you are building a more efficient and effective marketing department that can compete in any market.
CMOs can drive better performance by briefing for conversion-focused content and scaling reach through a managed content network.
See your network before you hire.
Tell us what your eyewear 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
What is the key element of a successful brief?
A clear, conversion-focused call to action and a specific target audience in mind for the video content.
How do I measure the team's performance?
Measure their performance based on the growth in traffic and the conversion rates from the network they are feeding.
Is this a change in my current strategy?
It's an improvement, not a departure. You're simply using a better distribution tool to get more out of your existing content.