How to educate new customers on my complex sauce product
New sauces with complex flavor profiles or unique uses often confuse potential buyers. If they do not understand it, they do not buy it. Use an automated content network to share short, simple tutorials showing exactly how your sauce works. When you show people how to use it, you remove the barrier to entry and make your product an easy choice.
in one network
from your videos
go live
Sauces and condiments brand, launch stage: the product needs explaining before people buy.
The problem with complex food products
If you have a sauce that is not just a standard ketchup or mustard, you have an education problem. You need to show people how to incorporate it into their routine. If your website is the only place with this information, you are waiting for customers to come to you. That is too slow for a launch. You need to take the education to them. By showing quick, bite-sized videos of your product in action, you simplify the barrier for the customer. It becomes easy to understand.
Why a managed content network works
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 the perfect way to deliver your educational content to a large audience. It ensures that people are seeing your sauce used in different ways, which helps them understand its versatility and value.
Showing vs telling the flavor profile
People do not want to read an essay about your sauce. They want to see it on a piece of chicken or in a stir-fry. Use videos that focus on the 'how-to' aspect. Keep them short and punchy. Show a quick 15-second clip of your sauce turning a boring meal into something special. This creates an immediate 'I need that' moment. When you distribute these across a network, you are effectively teaching a mass audience how to use your product in the most engaging way possible.
What to send a provider to start
Send your provider all the video content you have that demonstrates how to use your sauce. This includes simple recipe ideas, cooking tips, and any videos that explain your unique flavor profile. Make sure the content is visual and easy to understand. Organize these files into categories, for example, 'Quick Tips', 'Meal Prep Ideas', and 'Pairing Guides'. The more you can help the provider see the versatility of your product, the better they can build a network that educates your customers and drives sales.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on sauces and condiments |
| 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 sauces and condiments counts.
Educate your customers by using an automated network to show them exactly how to use your complex sauce in their daily routine.
Put your products on 50 pages.
Tell us what your sauces and condiments 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 many videos do we need to start?
You don't need a lot. Even five to ten high-quality, clear 'how-to' videos can be distributed repeatedly to educate your audience.
Will this help if the sauce is really unusual?
Yes, especially if it is unusual. You have to be the one to show people why it is worth trying. Constant, simple education is the key.
What if people find the video content repetitive?
On social, repetition is actually good. People rarely see the same content twice, and it takes several exposures for someone to learn how to use a new product.