The CEO's priority: scale and leverage
Your directive to your team should be clear: scale. We need to be reaching thousands of potential players every day. Manual posting is not the path to scale. It is a slow, inefficient process that doesn't produce results. You want a strategy that works while you're focused on high-level growth. This means using a system that can distribute content across many accounts simultaneously. This is the only way to get the leverage you need to compete effectively in the market.
Understanding the content network model
A managed content network is a set of many brand-owned Instagram pages that post the brand's 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 model you want your team to implement. It gives you the scale you need, the automation that reduces your overhead, and the results that are essential for the growth of your studio.
Holding your team to account
Your team needs to be held accountable for the results. You want to see the install numbers, the conversion rates, and the impact of the organic network on your total acquisition. If they aren't providing this, they aren't working toward your goals. Be clear about your expectations from day one. You are not hiring them to manage a social media feed. You are hiring them to manage a growth channel. This distinction is important for your team to understand if you want them to be successful.
Managing the risks of scale
High-volume distribution comes with risks, like platform bans. Your team needs to manage these risks effectively. They shouldn't be doing it alone. They should be working with a professional provider who handles the technical setup and replacement of accounts. This is a critical part of your strategy. By managing these risks with a partner, you keep your growth engine running smoothly, ensuring you have the consistent traction that is necessary for the long-term success of your game.
Brief your social team on driving installs via high-volume distribution to ensure your strategy is focused on scalable, measurable growth.
See your network before you hire.
Tell us what your mobile game studio 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 can I tell if my team is on track?
Ask them for their weekly report on install attribution. If they can't show you how their work is driving downloads, they need to change their approach.
Should we hire more social media staff?
No. You should be hiring for creative quality, not for headcount. The distribution part of your social strategy should be handled by a system, not a team of people.
What is the biggest risk of this strategy?
The biggest risk is that you don't scale enough. You need to be aggressive with your distribution to ensure you get the results you need.