Briefing for high-velocity testing
Tell your team that their main job is to test ideas. They should not be precious about their work. They need to create content that can be quickly tested and either scaled or discarded. Give them a list of the top three user benefits and tell them to create ten different ways to express those benefits. This is how you find the winning angle. Speed is your advantage, so don't let them get stuck on details. If it doesn't work, we move on to the next. Keep the process fast and results-focused.
The mechanics of a managed content network
A managed content network is a set of many brand-owned Instagram pages, for example 50 pages like @brand.daily or @brand.clips, 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 is the testing platform you need. TIDE manages the distribution. You just focus on the conversion data and the next set of tests.
Optimizing based on real data
Make it clear that the data is the ultimate judge. If a video performs, we double down on it. If it doesn't, we stop. This is the only way to manage a growth engine. Your team should be looking at the same dashboards you are. They need to understand what makes a user click and what makes them drop off. This alignment is crucial. Keep your briefings focused on these metrics. If you do this, your team will stop guessing and start building a winning strategy.
Scaling for maximum volume
Once you find a winner, brief them to scale it as far as it will go. Can we use this hook in a different style? Can we apply this to a different audience? The goal is to maximize your volume while keeping your costs down. This is the key to scaling your organic reach. Keep the team focused on how to make the winning content work harder for you. That is how you drive significant growth without spending more on ads. Keep scaling.
Growth leads should brief their team on rapid testing, using a managed content network to scale reach and drive measurable, high-volume growth.
See your network before you hire.
Tell us what your fintech app 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
How do I handle the volume of content?
Automate where you can. Use tools that allow for batch creation and scheduling. The more you automate, the more time you have for testing.
What if they are not testing enough?
Set a quota. Ask for five new concepts every week. When you make it a requirement, they will find a way to get it done.
What is the best way to optimize?
Look at your funnel drop-off points. If users are clicking but not installing, your app store page is the problem. If they aren't clicking, your video is the problem.