Shifting your new protein bar brand from wholesale to DTC
Shifting from wholesale to DTC at launch is the smartest way to control your brand and your margins. Without a middleman, you own the customer relationship. To succeed, you need to drive traffic yourself. A managed content network allows you to build your own direct-to-consumer audience by distributing your brand videos at scale, skipping the retail gatekeepers and building direct loyalty.
in one network
from your videos
go live
Protein bars brand, launch stage: shifting from wholesale to DTC.
Why wholesale slows you down
Wholesale requires waiting for retail buyers and sharing your margins with stores. It keeps you at arm's length from the people who actually eat your bars. By launching as a DTC brand, you control the pricing, the branding, and the data. But the challenge is that you have to find those customers yourself. If you don't have a plan for driving traffic, you will end up stuck in a cycle of slow growth, trying to convince one person at a time.
Driving DTC growth with a 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 allows you to build a direct audience. You are no longer reliant on store foot traffic; you are driving people directly to your website.
What to send your provider
Send the provider all your raw content, specifically videos that explain the benefits of your bars. Since you are talking to consumers directly, focus on taste, quality, and the story behind your brand. Include videos that encourage people to click through and try your variety pack. The more specific your content is to the DTC experience, the better the network will perform in driving traffic to your site and getting those first orders.
Winning the direct relationship
This strategy gives you the freedom to test and learn from your own data. You are not waiting for store feedback; you are seeing exactly what your customers like. Use the network to build a brand that people talk about. By fostering this direct community, you build a loyal fan base that will buy from you again and again. This is how you build a real brand value that is worth much more than just a spot on a retail shelf.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on protein bars |
| 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 protein bars counts.
Bypass retail gatekeepers by building your DTC brand directly using a managed content network to drive traffic and own your customer relationships.
Put your products on 50 pages.
Tell us what your protein bars 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
Is it hard to shift to DTC?
It requires a change in mindset, but using a managed network simplifies the traffic side. It costs about the same as one marketing hire.
What about account bans?
Running many accounts with automation is against Instagram terms, so some pages get banned. TIDE replaces them. It is handled for you.
Can I still sell wholesale later?
Yes. In fact, a strong DTC brand makes you a more attractive partner for retailers later if you decide to go that route.