Focus on the product, not the brand
Founders know that customers are shopping for a solution. Are these glasses right for me? Your creative brief should demand videos that answer this question directly. Use real people to demonstrate fit on different face shapes. Don't worry about high-end art direction; worry about clarity and scale. Every video should be designed to help the user imagine the frames on their own face. If the video does not clearly show the product's benefits, it is not worth your money.
Prioritize scale over individual posts
Do not let your team obsess over one single post's reach. Instead, build a distribution system. 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. This allows you to have a much wider reach without needing to hire more social media managers.
Set clear, performance-based goals
Brief your team on conversions, not likes. Every piece of content should be tied to a clear goal of driving traffic to your site. Give them a budget and ask them to show you what works. Using a managed network as your distribution channel makes this easier because you get a lot of data. You can see which videos work and which don't. Use that information to refine your briefs. Your goal is to move from guessing to a data-driven approach to your content strategy.
Manage your team's workload
Don't burn your team out by asking for endless original content. Instead, provide them with a system where their work is amplified. By using a managed network, you turn their best videos into a consistent stream of traffic across many accounts. This makes their job more satisfying because they can see the impact of their work. A productive, focused team is a result of a good brief and a smart distribution system. Keep it simple and keep your eyes on the sales.
Founders should brief for product-first video content and use a managed content network to amplify reach without increasing headcount.
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 most important part of the brief?
The goal. Make it clear that the video must lead to a click and clearly demonstrate the product benefits to the user.
How much video content should I ask for?
Ask for a steady, repeatable output of short videos. You need quantity to test what works, so keep the production lean.
Do I need to hire a specialist?
No. You can work with a partner like TIDE to handle the network, while your current team focuses on making great, product-focused video content.