Converting marketplace buyers into DTC fans for scaling brands
Marketplaces can help you scale volume, but they can't help you build a brand. To scale properly, you need to capture your customers for your own store. A managed content network keeps your brand front and center, directing marketplace buyers to your site. This helps you build your own audience and increase customer lifetime value, ensuring your brand grows on its own terms, not the marketplace's.
in one network
from your videos
go live
Sustainable fashion brand, scaling: moving buyers from marketplaces to the own store.
The marketplace growth trap
You are scaling on marketplaces, but you are not building a brand. Your customers belong to the marketplace, not you. They are price-conscious, transactional buyers who will jump to the next brand if the price is lower. To scale your business, you need to move these customers to your own DTC store, where you control the experience and build the loyalty that drives repeat purchases. You need to make the switch without losing the volume you've worked so hard to build.
Deploying 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. By having a massive social presence, you are constantly reminding your marketplace customers about your brand. You are building the brand equity that encourages them to visit your site instead of buying from a marketplace.
Why this is a scaling strategy
This strategy gives you the best of both worlds. You keep your marketplace sales volume, but you also build your own DTC channel, which is your true long-term growth engine. By using a managed network, you are essentially running an organic marketing machine that constantly drives people to your site. This is a very efficient way to build your brand while you are still scaling, ensuring you have a loyal, direct customer base as you grow.
Execution plan
Collaborate with your provider to focus the network's content on your unique brand values and why purchasing directly is better. Use your high-performing content to build desire and excitement. Make sure your site offers a superior experience for these new direct customers. Track the number of your customers who are switching to your site as the network runs. Use this data to optimize your messaging and ensure your direct-to-consumer store is as attractive as possible.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on sustainable fashion |
| 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 sustainable fashion counts.
Scale your brand by transitioning your marketplace customers to your own store using a managed content network to drive consistent, direct traffic.
Put your products on 50 pages.
Tell us what your sustainable fashion 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
How do I make my store more appealing than the marketplace?
Offer exclusive products, loyalty programs, or a better brand experience that you can only deliver on your own site.
What is the risk of using this network?
Running many accounts with automation is against Instagram terms. Some pages get banned, and TIDE replaces them. This is the cost of doing this scale of reach.
Is this a one-time shift?
No, it is an ongoing strategy. You will always need to be driving people to your store, and a managed network provides the recurring traffic you need.