Turning social into a growth channel
You need to change the goal. Stop asking for engagement and start asking for traffic. Brief your team to build a distribution system that generates predictable clicks. A managed content network, a set of many brand-owned Instagram pages that post your videos many times a day, is the infrastructure they should use. If they aren't using this kind of model, they are playing a game of luck rather than building a growth channel.
The role of TIDE in your growth stack
A provider like TIDE should be part of your growth stack. They handle the setup and maintenance of your network, which allows your team to focus on testing and optimization. Your brief should require the team to coordinate with a provider to build this out. This is a critical piece of infrastructure that allows you to scale your presence as quickly as you want, without needing to spend your entire day on technical setup.
Testing velocity as a priority
Your team needs to be testing constantly. With a network of many pages, they have the perfect environment to run experiments. Tell them to rotate different property hooks and booking offers to see what drives the highest traffic. This is the only way to optimize your conversion rates. The more they test, the more data you have, and the more efficiently you can grow. This should be the core of their weekly workload.
Managing for scale, accepting risks
Be clear that you accept the risks of operating a network. If they are too cautious about platform rules, they won't build enough reach. Tell them that replacing banned accounts is part of the job. Their success is not about the health of one page, but about the total volume of traffic they deliver. Give them the green light to take these risks so they can build the scale you need to reach your growth targets.
Brief your team to focus on high-volume distribution and testing velocity to turn your social media into a reliable growth engine.
See your network before you hire.
Tell us what your hotel group 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
Can we test multiple hotel locations at once?
Yes. This is the best way to see which properties are most appealing to your target market.
What data should they report to me?
Traffic volume by page, CTR to the booking engine, and the cost per booking compared to your paid channels.
Does this replace my paid ad testing?
No, it complements it. Use the network for organic testing and the paid ads for scaling the winners.