Sowing in social networks

What is seeding in social media?

Seeding in social media, or sitting, is a strategy for placing promotional posts in third-party groups and communities. With this approach, publications appear on behalf of the community, allowing all participants to see them. Users encounter such advertisements both in their news feed and on community pages. Through seeding, it is possible to promote not only products and services but also movies, music videos, books, news, educational courses, and events.

Why is seeding needed in social media?

Seeding is actively used by both large federal companies aiming for maximum reach and small local firms. Let's look at the main tasks that sitting solves:

• Initial placement of viral content. Brands like Volvo often use seeding to spread unique content and viral videos.
• Increasing sales. With seeding, information about a product or promotion can be quickly conveyed, providing a link to the company's website or marketplace.
• Raising brand awareness. Promotional posts reach a wide audience, contributing to an increase in brand mentions.
• Attracting a new audience. Seeding allows for attracting new subscribers by publishing announcements and interesting content.

Advantages of organic seeding

Seeding in social media can be implemented through targeted advertising or native publications. Here are some advantages of seeding:

• Audience loyalty. The native format of advertising is perceived more positively by users since the publication looks like part of the community's content.
• Quick launch. Seeding does not require moderation and complex settings, which saves time and resources.
• Low cost. Payment for placement occurs on a CPM basis, making seeding more accessible compared to targeted advertising.

How to seed in social media?

The process of creating seeding in social media involves several stages:

1. Set a goal. Clearly define what you want to achieve by establishing KPIs and timeframes.
2. Choose a placement method. You may select manual launch for small campaigns or use seeding platforms for automation.
3. Select platforms for placement. Utilize various channels, including social networks, blogs, and messengers.
4. Create a list of communities. Evaluate the audience of public pages based on the number of subscribers, engagement, and other metrics.
5. Determine the format and cost of placement. Choose a format that suits your goals and budget.
6. Create content. Develop content that will attract attention and motivate actions.

How to evaluate the effectiveness of seeding?

The effectiveness of seeding can be evaluated based on several indicators:

• Reach. The number of users who saw the content.
• Impressions. The total number of views, including repeat ones.
• Reactions. Likes, comments, reposts, and saves.
• Clicks on links. Use UTM tags to track clicks to the website.
• Target actions. Monitor how many users completed the planned actions.
• Cost per lead (CPL). Calculate the cost of one lead after the campaign is completed.

Based on these indicators, you can adjust your promotional strategy and determine the effectiveness of using seeding.