How to handle high influencer costs for a new cookware brand
New brands often burn their budget on influencers who don't always convert. You need a cheaper way to reach people. A managed content network is a set of many brand-owned Instagram pages that post your existing videos many times a day, built and run end to end by a provider such as TIDE, so you can reach your audience without paying high influencer fees.
in one network
from your videos
go live
Cookware brand, launch stage: influencer fees keep climbing.
The influencer budget trap
As a new brand, influencer fees can drain your cash quickly. You are paying for their audience, but there is no guarantee they will like your product. You need a way to build your own reach instead of renting it from others. If you can build your own network of pages, you don't need to depend on influencers as much. This allows you to keep your marketing spend lean while you grow.
Building your own influence
A managed content network lets you build your own audience. By having many pages that show your cookware, you are essentially becoming your own influencer. You have complete control over the creative, the messaging, and the timing. It is a highly efficient way to reach your target customer without paying those high fees. You get all the benefits of being visible without the risk and cost of traditional influencer marketing.
Using content as your voice
You have your own video assets. Send these to your provider, who will distribute them across your network. This is the most efficient way to get your brand story out there. You are using your own content to build authority and trust with your customers. You don't need someone else to speak for you. You can build a direct connection with your audience on your own terms, which is much more cost-effective.
The reality of aggressive reach
This strategy is aggressive and involves using automation, which carries risks like account turnover. TIDE manages this by monitoring and replacing pages to keep your reach consistent. This is a professional and calculated approach that lets you skip the influencer grind and move straight to building your own brand’s reach. It is the best way to keep your costs down while you build a presence that belongs to you.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on cookware |
| Posts a day | 1 to 3 | Over 100 |
| Reach | The same followers | New pockets of buyers every day |
| Who runs it | Your team | The provider, end to end |
| Your part | Everything | Send content |
What you would send
Anything you already make for cookware counts.
Stop overspending on influencers and build your own brand reach by using a managed content network.
Put your products on 50 pages.
Tell us what your cookware brand sells and how you get customers today. We'll show you a live network and tell you straight if it fits. About the cost of one marketing hire.
Questions brands ask next
Can I still use influencers?
Yes, but you will be in a much stronger position because you aren't relying on them for your entire growth strategy.
How does this save money?
It saves you from paying ongoing influencer fees for reach that you can effectively build yourself using a managed content network.
What if my products are niche?
Niche products are perfect for this, as you can target your network to specifically reach people who are already interested in that niche.