Why UGC is for your ads
UGC is best used for your paid campaigns. It provides the social proof that converts users. However, if you only rely on UGC, you are constantly chasing creators and managing a production pipeline. You need to complement this with a system that ensures your game is being seen by millions of people without needing new creative every single day. If you aren't distributing your best clips at scale, you are missing out on a huge portion of your potential audience.
Scaling reach with managed 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 is the perfect way to amplify your UGC and gameplay clips across a wide network of Instagram accounts.
Managing the reality of platform risk
You should be aware that running many accounts with automation is against Instagram terms, and some pages get banned. TIDE replaces these accounts, keeping your reach consistent. As CMO, you must account for this in your strategy. While it is not perfectly compliant with Instagram's vision, it is a proven way to bypass the reach suppression that brands face today. You get the volume you need, provided you stay prepared for the occasional account rotation.
Building a resilient marketing mix
Your marketing strategy should use both levers. Use UGC creators for the content that you pay to promote, as this is where you need the highest level of trust. Then, use a managed network to distribute that content and your raw gameplay clips to a wide, organic audience. This approach gives you the best of both worlds: authentic content for your conversion-focused ads and a massive, automated reach engine for your brand awareness goals.
CMOs should use UGC creators for ad performance and managed content networks for automated, high-volume reach to secure a stable player pipeline.
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Follow-up questions
What is the best way to start?
Start by identifying your highest-performing clips from creators. Then, feed those clips into a managed content network to see if they perform well at scale.
How do I measure the network results?
Monitor traffic to your app store page and use unique links to attribute installs to specific pages or video content within the network.
Can the network use my UGC?
Yes, absolutely. The network is the perfect place to distribute your best UGC, as it gives your top-performing creative a second life and broader exposure.