Setting the performance standard
Your team needs to know that their primary job is to generate installs. Every video they produce for the network should have one goal: driving a click to the app store. They shouldn't be worrying about the number of likes or comments. They should be focusing on the click-through rates and the install volume. This is the only way to manage a successful marketing channel. Tell them to test different hooks and see what drives the best results, and then scale those hooks as quickly as possible.
Implementing the 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 to implement. It gives you the reach you need to be successful and the data you need to optimize your strategy. It's a scalable, effective way to manage your organic presence.
Integrating with paid acquisition
Your organic team should be working closely with your paid acquisition team. The network is the perfect lab for testing new video hooks. When your team finds a winner, it should immediately be shared with the paid team to improve their ad performance. This is the kind of collaboration that leads to a winning strategy. It's your job as a CMO to facilitate this integration, ensuring that your team is always looking for ways to maximize the impact of your creative assets.
Reporting and optimization
You need your team to provide clear, actionable reports. They should be tracking the number of posts, the reach, and the installs. This allows you to see what's working and what's not. If something isn't performing, they should be able to pivot and try something new. This agility is what makes a marketing department successful. Your team should be constantly learning and optimizing, ensuring that you're always getting the best possible return on your investment in organic social media.
Brief your social team on driving installs via high-volume reach to ensure your organic strategy is a scalable engine for acquisition.
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
What should I look for in the team's weekly reports?
Look for the number of installs directly attributed to the organic network. That's the most important metric for you to track.
How can I help my team be more successful?
Give them the budget to work with a network provider and give them the freedom to test new, creative ideas. That's the best way to get the results you need.
How do I measure the success of the network?
Measure the network by its contribution to your total install volume. That's the only metric that matters to you as a CMO.