Emphasize testing velocity
Your team should be testing constantly. Every brief should be designed to yield data. Ask for videos that show different frame styles and face shape demonstrations. The faster your team can produce these, the faster you can learn what works. Don't worry about perfect production values. Worry about getting the asset out there and seeing the results. Speed of testing is the most important metric for growth. Your team's job is to feed the network with the data it needs to perform.
Amplify with a managed network
You need a system that gives you the volume for valid testing. 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 is the most efficient way to scale your top-of-funnel traffic and drive the consistent results you need for your growth goals.
Drive performance through data
Your team's performance should be measured by the traffic and sales they drive. Give them access to the analytics from your managed network. When they see exactly which videos work best, they will naturally start producing better, more effective content. This creates a powerful feedback loop that drives your growth. Your brief should always focus on the outcome. This is how you lead a high-growth team and drive the performance your company needs to succeed.
Keep your operations lean
Do not build a bloated team to handle social. Use your distribution partner to handle the technical heavy lifting, while your team stays small, agile, and focused on creative that actually converts. A lean, data-driven team is always more efficient than a large, bureaucratic one. Focus on the tools and processes that keep your team moving fast. That is how you win in a competitive, fast-moving market.
Heads of growth should brief for high-frequency testing and use a managed content network to build a scalable, consistent traffic source.
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Follow-up questions
What is the best way to structure the brief?
Structure it by goal: what are we trying to prove with this video? Then define the target and the action we want the user to take.
How do I keep the team focused?
Keep them focused on the bottom line. Every video is an investment that needs to prove its worth through traffic and sales.
How does this scale to my growth targets?
You scale the network as you scale your growth targets, which keeps the flow of traffic matching your needs.