Plant your Seed (er.. campaign seed) John Ford - Head of Film by John Ford, Head of Film

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Whispered, shouted and er.. sprouted all over the internet, a buzz word hovers haughtily above all others – seeding. For any brand, charity or corporate, views and discussion on social and media platforms are the holy grail. As thousands of ‘quick-fix’ articles will tell you, there are some basic ingredients that can help you on the way to the ‘viral success’. But if you’ve come to Contrapositive, I’m going to guess that parody raps, cute babies, cats, and pranks aren’t high on your list of key communicators.

While there are clearly a huge number of things that Contra can do to increase the viral potential of your film or animation, one of our most powerful tools doesn’t come into it’s own until after the last frame has been shot, edited and delivered.

Seeding works by distributing your content within intelligently targeted website, blogs, social media platforms and advertising spaces. These online sources are chosen with two main principles in mind:

  • Their relevance to your specific target audience
  • The level of daily traffic measured by unique and return users.

To put it simply, seeding is all about getting your content seen by the right people. Afterall, 100,000 views from an irrelevant audience, isn’t worth nearly as much as 10,000 views from your key demographic. With an increasing mass of content uploaded every second of each day, it’s becoming increasingly difficult to separate your film from the rest. Here is a statistic (the only one I will use I promise) to prove the point:

“100 hours of video are uploaded to YouTube every minute”

YouTube Press Office

Every minute! Thats a huge number to contend with, and the fact of the matter is that very little of it is ever seen. Despite the ever indulgent hope that you can simply sit back and watch the views roll in, it simply isn’t that easy. You need a strategy, and that’s where we come in.

Alongside having great content, a social marketing and seeding strategy is the most important, and most commonly underdeveloped element to any creative campaign. Alongside getting your video retweeted by Stephen Fry and his 6 million followers, a viral seeding strategy is the fastest and most reliable way to ensure that your content doesn’t disappear into obscurity.

This blog only scratches the surface of what seeding can do for your campaign. There is a huge world of competing strategies, campaign boosters, post-flight monitoring and feedback analytics to take into consideration. The simple fact is that you need to start thinking about marketing budgets to promote your great content.

We understand that it can be a strange thing to get your head around (or to sell to the budgetary committee), so get in touch with someone at Contra for more information about how you can get your film seen by the right people.


John Ford - Head of Film by John Ford, Head of Film
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