Obsession with performance metrics
Every post is an experiment. Your social media manager should treat them that way. They should know which hooks worked, which failed, and why. They need to be able to talk about conversion rates, click-through rates, and ultimately, how their content is impacting your bottom line. If they can't tell you how a post is performing, they are just wasting time. Your job is to give them the data; their job is to use it to optimize their future output.
Scaling through rapid testing
You need volume to find the winners. Your manager should be capable of producing dozens of variations of content quickly. They need to understand what makes a user click and be able to iterate on that idea until they find the best version. This is the only way to lower CAC consistently. They are not just a content producer; they are a scientist, testing their hypotheses in the real world of social media to find the best way to grow your app.
The managed network strategy
A managed content network is a set of many brand-owned Instagram pages that post your 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 perfect distribution channel for your experiments, allowing you to test content on a large scale without paying for ads.
Managing the distribution channel
Since you are using a network, you must expect account volatility. A provider like TIDE will replace banned accounts, but your manager needs to understand that this is part of the game. Their focus should remain on the creative: feeding the best-performing assets into the network to maximize results. They should be analyzing the data from the network to inform their next round of testing, creating a loop of constant improvement and growth.
Your social media manager must be an experimenter who uses data and scalable networks to continuously lower your CAC.
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 many tests should they be running per week?
As many as they can manage without losing quality. The more tests, the faster you'll find the winning creative that lowers your CAC.
What is the best tool for this manager?
A managed content network is essential for high-volume distribution. Beyond that, they need good data access and a clear understanding of your growth goals.
How do I handle the risk of account bans?
View it as a cost of doing business. As long as the network is producing more value than it costs to maintain, the account volatility is acceptable.