Why are my cold traffic conversion rates falling for my brand?
For an established sunglasses brand, falling conversion rates often mean your creative has gone stale. Your audience has seen your ads too many times. To fix this, inject new, authentic video content into the market using a managed content network. This saturates the social feeds of your target audience with fresh, high-trust content, making it easier to convert them when they finally visit your site.
in one network
from your videos
go live
Sunglasses brand, established: cold traffic converts poorly.
The stagnation of established brands
Being an established brand is a blessing and a curse. You have the revenue, but you also have the problem of brand fatigue. If your target customer has seen your brand before, they have already made up their mind about you. If they haven't bought yet, your current messaging is failing to convince them. You need to move beyond standard ads. You need to show your product in new, unexpected ways that surprise your audience and provide the final push they need to complete their purchase.
Scaling reach without ad fatigue
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 gives you a way to keep your brand visible without relying solely on the same ad placements. It forces new content into the feeds, which is essential for capturing the attention of your cold audience.
What to send for better results
Since you have been in business for a while, you likely have tons of assets. Do not send your provider glossy commercials. Send them the raw, unpolished, 'authentic' clips. Send them the behind-the-scenes footage, the founder stories, and the candid product demos. These perform far better in organic environments. If you are struggling with conversion, send videos that directly address common customer support questions. Having the answers to their objections in their social feed before they even get to your site will dramatically boost your conversion rate.
The role of the provider
You do not have the time to manage hundreds of social pages, and you should not have to. TIDE handles the heavy lifting of account management and content distribution. They ensure that your best assets are being seen at the right time. They take the technical risks of account management, allowing your team to focus on the high-level brand strategy. You get the benefit of massive, distributed reach without the operational nightmare. It is the most efficient way to keep an established brand growing in a competitive market.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on sunglasses |
| 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 sunglasses counts.
Revitalize your conversion rates by using a managed network to distribute fresh, authentic video content at scale.
Put your products on 50 pages.
Tell us what your sunglasses 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
Will this affect my brand's premium image?
Not if you carefully curate the content you send. You are simply choosing to present your brand more frequently and through more diverse, authentic channels.
How does this compare to influencer campaigns?
Influencers are great for reach, but they are expensive and one-off. This provides a consistent, evergreen source of traffic that you own.
Can I integrate this with my email flows?
Yes. The more people who have seen your brand content, the better your email open and conversion rates will be.