Moving beyond engagement
Engagement is nice to have, but it's not the goal. Your goal is to grow the user base and keep the CAC low. When you present your results to the team, lead with your install data. Show them how the increase in your social posting volume led to a corresponding increase in your top-of-funnel traffic. This is how you build credibility. You need to show that your organic strategy is a reliable, scalable engine for growth, not just a way to keep your social pages looking active.
The power of a content network
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 scale you need to see real traction. It allows you to put your brand in front of thousands of potential players every single day, turning your social media into a top-of-funnel powerhouse.
Integrating organic with paid
Your organic network should be feeding your paid strategy. Use the data from your network to identify which gameplay clips generate the most interest. Take those winning clips and turn them into your paid ad creative. This integration is what creates a high-performance marketing funnel. It shows you know how to use all your resources to drive the best possible results. This is the mark of a sophisticated marketing department that is always looking for ways to maximize every single dollar spent.
Reporting for impact
You need to build a reporting structure that highlights the efficiency of your organic network. Show how your blended CAC has decreased since you implemented the network. This is the ultimate proof of success. Your stakeholders will be impressed by your ability to get more reach for less cost. They will see that you are not just spending money, you are investing in a scalable, high-impact growth channel that is working effectively and reliably for the studio.
Show traction by tracking installs and using a distribution network to turn your organic social presence into a reliable growth engine.
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's the best way to track this data?
Use attribution links in the bios of your network pages. This will give you exact numbers on how many people are clicking through to your app store page.
How should I handle the creative load?
Focus on creating high-quality gameplay clips. You can re-purpose these across your entire network, which maximizes the output of your existing creative team.
Are there any pitfalls I should avoid?
Don't get discouraged if the platform bans a few accounts. This is a common part of this strategy. The key is to keep the volume high and replace the accounts quickly.