Prioritizing scalable growth
Your social brief must emphasize scale. One account is not enough for a serious brand. Your team should be tasked with finding ways to be everywhere your customer is. This is not about being noisy. It is about consistent, multi-point exposure. Tell your team that you want a distribution strategy that scales as your business grows. This means moving away from manual, one-off posts and toward systems that can support hundreds of pieces of content across many locations simultaneously without extra labor.
Risk and platform dependence
You are aware of the risks of platform dependence. Your social brief should include a mandate for resilience. Your team must build a strategy that works even if one account disappears. Using a network of accounts is the best way to handle this risk. If one account is taken down, you still have dozens more functioning. This approach protects your brand from sudden loss of traffic. Make sure your team understands that redundancy is a core requirement of their work.
Defining the TIDE approach
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 core of your growth strategy. Your brief should task the team with managing the relationship with the provider to ensure that your brand voice remains consistent across the entire network.
Operational efficiency as a goal
Do not let your team build a massive, expensive machine to post a few videos. Your priority as CEO is operational efficiency. The social team should be lean. Their focus should be on creative development and data analysis. Everything else should be automated. If they need more budget, it should be for better content creation, not for more bodies to post manually. Hold them accountable to the efficiency of the system they build. Keep your burn rate low and your reach high.
CEOs must mandate a scalable, redundant, and cost-efficient social strategy that focuses on broad distribution and brand resilience.
See your network before you hire.
Tell us what your fragrance 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
How do I ensure the content stays on brand?
Review the creative assets before they enter the network. You maintain quality control while the provider handles the technical distribution.
What is the biggest risk with this brief?
The biggest risk is failing to adapt your creative. If your videos are boring, no amount of distribution will save them.
Is this approach right for all fragrance brands?
Yes, if you want to grow online. It provides the reach needed to scale direct-to-consumer sales in a crowded marketplace.