Social Seeding: The Potential of Social Media for Distributing Content

Finished content often belies the work that went into it behind the scenes. How much time it took to research, conceptualise and write a blog post. And when it comes to YouTube videos, the effort involved is even greater: narration, lighting, camera setting, sound and shooting quickly add up to several days of an editor's time. At the end of the day, this sort of content has one goal - to improve your brand’s visibility and to increase sales.

However, companies often find themselves having to display high-quality content to meagre audiences. Why? Because, quite simply, they lack the reach needed to get their content the attention it deserves. We showcase the potential of social networks when it comes to effectively distributing blog posts and YouTube videos on the web, and explain how social seeding can help businesses with this process.

Increasing reach - the challenge for companies

When it comes to distributing content, companies are faced with two major challenges:

1) Attaining extensive reach

2) Reaching the right target audience

Therefore, you need to think about how you can spread your content across the web in a way that gets you the attention you deserve and ensures your content achieves the goals underpinning your content strategy. A proven method in this regard is social seeding.

What is social seeding?

Social seeding refers to the targeted placement and distribution of content on social media channels. For this, we recommend collaborating with well-connected and authentic influencers who share their content on Facebook and Twitter profiles that are relevant to your content.

There isn't a single type of content that cannot be distributed by companies through social seeding. To this end, the focus is on classic blog posts and videos.

The goal of social seeding is to increase traffic, which in turn could potentially lead to an increase in the conversion rate. Companies also have another use for social seeding - to make their brand more visible or popular. Social seeding is thus a proven method behind any content marketing strategy that efficiently generates attention on the web.

What should companies watch out for when it comes to social seeding?

For companies to be able to utilise social seeding successfully, they have to put in an extensive amount of groundwork. As such, they will need to apply themselves in carrying out these tasks (among others):

Determining the target audience

Who do companies want to reach with their blog post or YouTube videos? How can the target group be defined? The target group should be determined even before the content is created. For this purpose, you should ideally create buyer personas that represent the ideal customer.

Choosing the right channels

Once the content is produced, companies need to identify the right channels for social seeding. Where does the target audience reside? Which language can you use to reach the target audience? As a basic rule, companies should make sure that the channels they choose are not too similar and therefore limited in scope, as this will lower the chances of blog posts or videos generating a high level of attention. Nowadays, Facebook and Twitter are particularly well suited to presenting content to the right target group within a short period of time. Not only do influencers and bloggers have an enormous reach on these platforms, they also know exactly how content needs to be displayed in order for it to reach the right target audience.

Choosing social influencers

With the right channels selected, companies then need to find the right social influencers for their social seeding project. Important criteria to consider include the range, the relevance of the topic, and the interactions that take place on the influencers’ accounts.

Successful social seeding does not always have to mean working with the influencers with the highest reach. In many sectors, working with micro-influencers can be equally successful. Why? While micro-influencers indeed have a low reach compared to influencers, it actually gives them the advantage of having a much higher interaction rate amongst their followers.

What impact does social seeding have?

When social seeding is implemented properly, it has the potential to deliver the following advantages to companies:

  • Increased reach for blog posts and YouTube videos
  • Ability to reach the right target audience
  • Increased interaction with the content
  • More likes and shares
  • Greater awareness of products, brands and your own company
  • Higher conversion and more sales

For whom is social seeding worthwhile?

Social seeding is a worthwhile endeavour for any company that wants to reach more users online with its content and wants to raise awareness of its own products or its own brand. Social seeding is therefore especially worthwhile for

  • Startups that want to make a name for themselves,
  • Small and medium-sized businesses that want to increase their conversion rates, and
  • Companies that want to tap into new target groups.

Reaching the right users through social seeding

We help you overcome the challenges of social seeding and assist you with the successful distribution of content relating to your services, your products and your company. For this purpose, we not only have the right social network profiles, but also the professional know-how for a thoughtful strategy. On our SeedingUp platform, you will find a variety of micro-influencers with suitable social seeding offers. Would you like to put your social seeding efforts in expert hands? Our experienced campaign managers will take over the entire value creation process, from content production to distribution.

The result: your content's reach will increase and you will be able to reach the right target audience. This is reflected not only in an increase in followers, but also in more traffic, improved image value and higher brand awareness. The bottom line? Higher conversions and more sales.