Moving lingerie buyers from marketplaces to your own brand store
Moving buyers from marketplaces to your site requires building a brand that feels more valuable than a generic search result. At launch, you must give customers a reason to leave the marketplace. Use compelling video content that explains your fit and fabric, then incentivize them to visit your own shop where the selection is wider and the experience is personalized.
in one network
from your videos
go live
Lingerie brand, launch stage: moving buyers from marketplaces to the own store.
Why shoppers stay on marketplaces
Marketplaces offer convenience and trust. If you are a new brand, you are competing against the reliability of the platform. To pull buyers away, you have to offer a better experience. Your site should feel like a destination. Use high-quality videos that show off the texture of your lace and the comfort of your fits. When customers understand that your brand offers something special, like better sizing or sustainable materials, they will be more willing to step outside the marketplace to shop with you directly.
The power of the brand narrative
Your brand story is the biggest advantage you have over anonymous marketplace listings. Use social media to show the people behind the product. Share videos of your design process or how your sets feel during a typical day. This builds the emotional connection that marketplaces lack. When you drive people to your site, ensure the landing page is optimized for conversion. Offer a discount for their first order or exclusive styles they cannot find anywhere else. This creates an immediate incentive to switch platforms for their future purchases.
Scaling with a managed 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 perfect for driving new traffic to your site. By putting your brand in front of more people, you increase the chances of converting them into direct customers. It is a cost-effective way to scale visibility at launch.
What to provide for setup
Send your provider a collection of your best video assets. This should include product demos, close-ups of fabric details, and any creator videos you have already commissioned. Include a link to your store and any specific promotional codes you want to feature. Once TIDE has these, they will start the process of posting across their network. This creates a steady stream of traffic directed at your site, allowing you to focus on managing your store and delivering a great experience to your new direct customers.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on lingerie |
| 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 lingerie counts.
Win direct customers by using high-quality video to establish your brand identity and incentivizing a shift away from marketplace browsing.
Put your products on 50 pages.
Tell us what your lingerie 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
Should I stop selling on marketplaces entirely?
Not necessarily. Use them as a discovery channel, but focus your marketing effort on driving repeat purchases directly through your brand store.
How do I measure the success of the switch?
Track the percentage of returning customers who purchase directly on your site compared to those who return to the marketplace.
Are there risks to using a network?
Running many accounts with automation is against Instagram terms, some pages get banned, and TIDE replaces them, which is part of the managed service.