Understanding the roles
As a founder, you have two core problems: creating enough content and getting it in front of people. Creators are the solution to the first problem; they provide the raw, authentic footage of your fragrance that people actually want to watch. A content network is the solution to the second problem; it ensures that this content is seen by as many people as possible. You need both to be successful, and understanding the role of each is key to your strategy.
Defining the managed network
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. This is the distribution engine. When you pair this with high-quality UGC from creators, you have a potent marketing machine that can scale your brand quickly and efficiently.
Why you shouldn't choose one over the other
Many brands think they have to choose between influencers or ads. That is the wrong way to think about it. You need content that is worth watching, and you need a way to get it seen. Creators provide the first; a network provides the second. This hybrid approach is what gives you a competitive advantage. It keeps your marketing lean and effective, focusing on the two most important drivers of growth: great creative and massive distribution.
Operational efficiency
Your team should be focused on coordinating these two things, not doing the work themselves. You can work with a group of creators and a provider like TIDE to manage the distribution. This leaves your internal team to focus on the overall brand strategy, product development, and customer experience. It is a way to scale your brand effectively while keeping your team size small and your operations focused on what really drives your growth.
Use UGC creators for content production and a managed content network for distribution to build a high-performance, scalable marketing machine.
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 split my budget between the two?
Spend enough on creators to get a consistent flow of fresh content, then dedicate a fixed budget to the network to ensure that content gets seen.
Which is more important early on?
Both are equally important. Without content, the network is useless; without the network, the content is invisible. Start them together.
Is TIDE better than an agency?
TIDE is a specialized tool for scale. It complements whatever other marketing efforts you have, making them more effective by solving the distribution puzzle.