Focusing on distribution scale
As CMO, you need your social team to be a distribution powerhouse. Brief them to look beyond the main account and build a managed content network. This is how you reach your audience today. They should focus on providing the best clips and managing the relationship with the network provider. This shift from manual posting to strategic distribution is how you grow your brand and prove your impact to the rest of the company.
What is a managed content 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 or ad spend. It is the best way to get the reach your content deserves.
Driving traffic and results
Your team's success should be measured by traffic and conversions, not just followers. The network provides the data and the volume they need to show real results. They should be analyzing the performance of different pages and different content types to see what drives the best business outcomes. This makes them a more valuable team and keeps your social strategy focused on business growth, rather than just chasing engagement.
Handling platform technicalities
Remind your team that running many accounts with automation is against Instagram terms, and some pages get banned. That is normal. They should focus on managing the provider relationship and the creative assets, not on the technical minutiae of account maintenance. This ensures the team stays focused on their primary job, which is to produce great content and drive growth for the business.
Brief your team to build an owned distribution network to guarantee the reach you need.
See your network before you hire.
Tell us what your media publisher 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
What is the most important skill for my social team now?
The ability to analyze data and manage distributed systems, rather than just being good at posting to one feed.
How do I make this transition easy for them?
Explain that it is a tool to make them more effective and successful in their roles, not a replacement for their work.
Does this impact their creative freedom?
Not at all. It gives them a larger, more impactful stage for their work.