Designing for the fast scroll
As CMO, you know that the first two seconds are all you get. For a managed content network, your content must be designed for the fast scroll. You need high-energy, visually striking snippets that immediately communicate the mood and the scent story. Avoid complex storylines or long intros. Focus on the sensory details: the mist of the fragrance, the elegance of the bottle, the emotion of the lifestyle. The goal is to stop the scroll and get the viewer to click through to your store.
Maximizing your existing content library
You do not need to create new, expensive creative just for the network. You should be auditing your existing assets. Take your best ad creative, BTS footage, and product shots and chop them into 5 to 10-second segments. This is your raw material. A managed network relies on volume, and your existing library is the most cost-effective way to get it. This allows you to test many different cuts simultaneously to see which ones drive the highest engagement.
Building a scalable creative process
Your team needs to be trained on the requirements of the network. When you are planning new shoots, make sure you get plenty of 'network-friendly' clips, short, visually strong moments that can be repurposed. This is a much more efficient way to build your content pipeline than trying to shoot specifically for the network later. It integrates the needs of the network into your existing workflow, making your content production much more effective.
The role of testing in creative
Use the network as your testing ground. Because you have dozens of accounts, you can run tests on different hooks and imagery in real-time. This provides you with actionable data you can use to refine your entire brand strategy. You no longer have to guess what works; you have the data from the network to show you exactly what your audience responds to. This is the ultimate tool for a modern, data-driven CMO.
Audit your existing library to find high-impact, short-form clips that can be used to feed a managed content network for scalable organic growth.
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Follow-up questions
Should the content be curated or raw?
Both can work, but for fragrance, a polished, high-end feel is usually better. Even if it is filmed on an iPhone, it should look intentional.
Is text on screen important?
It can be, but keep it minimal. The scent story should be clear from the visuals themselves. Let the imagery do the heavy lifting.
How do I ensure brand consistency?
Keep your color grading and music selection consistent across all the clips you provide to the network provider.