Social seeding and influencers: what is social media seeding?

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In the context of influencer marketing, seeding is the conscious distribution of branded content by influencers to stimulate organic sharing and engagement among their followers. Rather than relying solely on their own channels or traditional advertising methods, seeding uses the unique position of KOLs and their relationship with their audience to stimulate conversations, draw attention to the brand, and promote brand loyalty .

By integrating seeding into an influencer marketing campaign, brands can achieve several important goals. First, it increases brand visibility by utilizing the reach and influence of selected influencers. As influencers share the brand’s content with their followers, they reach a wider audience beyond the brand’s immediate reach. This increased visibility can increase brand awareness and recognition .

Secondly, seeding allows brands to benefit from the trust and authenticity that influencers have developed with their audience. When they share branded content, their followers perceive it as a personal recommendation rather th vice president software email database an traditional advertising , which can significantly influence their purchasing decisions. This authentic recommendation increases the credibility and trustworthiness of the brand and fosters a positive perception of the brand among the influencer’s audience.

Thirdly, creative seeding offers the opportunity to increase engagement and conversions . Influencers can create compelling and understandable content that resonates with their audience and increases the likelihood of active interaction, such as likes, comments, shares, and even direct purchases. This interaction not only increases brand reach, but also creates a deeper bond and loyalty with the target group.

How can prepared content help brands?
Let's start again: seeding is a strategic process for distributing content on the Internet in order to increase brand awareness and reach a specific audience. To do this, contact is made with influencers who have a large number of followers or a high level of authority in certain fields. Content creators then contact the influencers with the aim of convincing them to share the content with their networks. As already mentioned, the advantages for brands are many:

Greater reach
Greater visibility
Greater loyalty and credibility
In addition, prepared content has viral potential and a potential multiplier effect . If the content resonates with the target group, it has the potential to spread. If the influencers’ followers are interested in the content and share it, it reaches new users who, in turn, can become multipliers, further increasing the reach.


Outreach can take different forms and use different channels . It can include sharing blog posts, articles, videos, infographics, or any other type of content related to the campaign goals. Social media platforms such as Instagram, YouTube, Twitter, and Facebook are often essential for seeding strategies, as they facilitate content sharing and engagement. Additionally, influencer marketing platforms or agencies can help connect content creators with relevant influencers and simplify the seeding process.

To maximise the effectiveness of seeding, the content itself must be compelling, valuable and tailored to the interests of the target group. The timing and frequency of seeding can also be decisive. Read about viral periods on TikTok , for example.