Diagnosing your creative failure
Look at the data. What content is actually driving your audience to engage? If your try-on videos aren't getting views, you have a hook problem. If your lifestyle photos aren't driving clicks, you have a message problem. You need to be honest about what's not working. Stop chasing trends that don't fit your brand. Focus on the core content that resonates with your customers' needs. If the creative isn't working, the distribution won't matter.
Refining your distribution strategy
If your creative is good but your reach is flat, your distribution is failing. Are you posting at the right times? Are you using the right hashtags? Are you reaching the right people? You need a clear distribution plan that gets your content in front of your target audience. If you aren't seeing the results you want, don't be afraid to experiment with new ways to get your content out there. You have to be proactive about your distribution.
Scaling with managed networks
A managed content network can help you boost your reach significantly. 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 get more out of your existing content while you refine your internal marketing strategy.
Building a culture of testing
The only way to ensure your marketing continues to work is to test everything. You should be testing your hooks, your visuals, your calls to action, and your timing. This cycle of testing and learning is essential to your long-term success. If you aren't testing, you're guessing. You need a team that is always looking for ways to improve your performance. This is the only way to keep your marketing fresh and effective as your brand continues to grow and evolve.
Diagnose the issue with data, pivot your creative or distribution, and use managed networks to quickly restore and scale your reach.
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 best way to pivot?
Make small changes first, then scale if they work. Don't change everything at once, or you won't know what caused the improvement.
How can I improve my team's testing?
Give them clear goals and the freedom to experiment. Encourage them to try new ideas and reward those who find what works.
Are there risks in using a managed network?
Automation breaks terms of service, and bans can happen. A provider like TIDE will replace your accounts to ensure you stay active.