The administrative burden of influencers
You spend all your time emailing influencers, negotiating contracts, and chasing them for content. It is a full-time job that rarely results in a long-term benefit. As a marketing manager, you should be doing more impactful work, like planning campaigns or analyzing conversion data. Influencer management sucks up all your time and leaves you with little to show for it beyond a single, short-lived post. You need a system that frees up your time to focus on strategy.
The automated advantage of networks
A managed content network is a set of many brand-owned Instagram pages, for example 50 pages like @brand.daily or @brand.clips, 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 removes the need to deal with creators daily. You just give your clips to the provider and watch the reach grow.
Working with platform reality
You should be aware that running many accounts with automation is against Instagram terms, and some pages get banned. TIDE replaces them. This is part of the package. It might sound scary, but it is actually much less work for you than managing a roster of influencers. You are no longer responsible for their individual behavior or their content quality. You are just responsible for providing great clips. The rest of the distribution is handled for you, automatically.
Focusing on your true goals
Your real job is to drive player growth. Owned pages give you a reliable channel to do that, without the stress of managing external relationships. You can track how your content performs across your network and use those insights to make better decisions. This is the path to being a high-impact manager. By moving away from influencer management, you free up your capacity to think about the bigger picture and execute more effective, scalable campaigns for your studio.
Marketing managers should favor managed content networks to eliminate influencer management work and build a scalable, automated audience reach.
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
Will my bosses miss the influencer hype?
They will appreciate the consistent stream of traffic and the reduction in manual work. Results matter more than the hype of a single post.
Is the content as good?
It is your own gameplay, which is what players actually want to see. It is usually more authentic and effective than a scripted influencer ad.
How much time does this save me?
It saves you several hours a week on coordination, communication, and reporting, allowing you to focus on high-level campaign strategy and creative development.