Driving down CAC
You are evaluated by your efficiency in acquiring players. Your social manager should be testing clips that eventually become your most efficient paid ads. If they identify a specific type of gameplay moment that users love, that is a signal for your UA team. Their job is to find the hooks that resonate, so you can stop guessing and start spending your budget on the content that actually brings in players at a lower cost.
High testing velocity
Speed is your edge. You cannot wait weeks for a social campaign to finish. The manager should be putting out multiple variations of content every day. They need to analyze performance in real time and double down on what works immediately. If they are slow to iterate, they are not helping you grow. You need a partner who understands that every post is a data point for your growth strategy and experiments.
Systematizing growth
Relying on manual posts is inefficient. You need a system that works at scale. 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 lets you saturate the feed without hiring more staff or increasing your manual posting burden.
Connecting social to the funnel
Social media is the top of the funnel. If the manager is not tracking the transition from video view to app install, they are blind. Ensure they use clear CTAs and tracking links. You need to know exactly how many players come from a specific clip. Without this data, you cannot optimize. A good manager provides you with a clean dashboard that maps out the path from organic curiosity to active game install.
Your social manager must be a growth-focused operator who treats every post as a test to lower your acquisition costs.
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Follow-up questions
What is the biggest mistake social managers make?
They focus on engagement like likes and shares instead of traffic conversion and install intent. You need players, not fans.
How do I handle the volume of content?
Use automation and networks like TIDE. Do not force a human to post manually dozens of times a day; it is not scalable.
How do I integrate social with paid UA?
Share your best-performing organic content with the paid team. If it works for free, it often performs even better with ad spend behind it.