Seed is a leading marketing agency with expertise in social media marketing and management and in creating, building and co-creating campaigns with and for youth and Gen-Z, on campus, in culture and beyond.
Seed helps brands understand, influence and connect with students and Gen Z. Whether that’s creating a secret music festival, or a touring experience, designing a hype-building campaign with TikTok creators or increasing sign-ups through ambassador activations and paid social, Seed’s knowledge can help brands to build lasting relationships with the next generation.
With successful campaigns under our belts for the likes of Adobe, Amazon, Spotify, YouTube and CopaFeel we know how to harness the power of influencers across social media, university campuses (read more about our Student Brand Ambassadors here) and various subcultures.
Over the last 10+ years, we have built intrinsic close relationships with a huge network of over 10,000 students and young people throughout the UK and across Europe, each with a sphere of influence.
Things have changed recently and often we are asked ‘Is the era of social media over?’ Well no… but it is very different to before. So check out our top tips on how to navigate social in 2023.
While Meta, TikTok and YouTube were maybe once communities platforms, today they are Trends Engines. Places where the algorithmically-sorted video preferences of strangers are curated into your feed to earn 'attention'. If anything, what we believe is 'Social Media' is really 'Recommendation Media'.
But what does this all mean for Gen Z? And how are Gen Z reshaping the internet because of it?
What’s next for Gen Z
Today, Gen Z users network across an array of smaller apps, each of which serves a distinct function: Twitch for live-streaming and gaming, Discord for private chat groups, BeReal for spontaneous updates, or Poparazzi for candid photos of friends. The social media landscape is becoming ever more fragmented.
Unlike the early social networks such as MySpace, Friendster and Facebook, these communities don't start with friends. They are created by people — often strangers — with shared interests.
Apps like Discord, Geneva and Telegram have become where creators feel they can best develop personalised connections with their fans.
The Reach might be smaller but there is far more depth to the community.
The changing influencer landscape
As we see one era of social media ending we also see a new shift in the influencer landscape. Companies built for the masses like Facebook begin to feel the heat and that trying to please everyone has made them dangerously mediocre.
We believe the same will apply to influencers. There is a common misconception about the term ‘Influencer’ really anyone with a following (be that online or IRL) could be considered an influencer.
At Seed, using a sophisticated process of selection, we find and build a team of digital influencers, social influencers and on the ground student and youth influencers and ambassadors, that will diffuse a brand message across their peer group and beyond.
We chose individuals and those who have hyper relevant influence according to the brand brief. In this way we can directly connect with your target audience with rapid scale offering your brand maximum impact.
Our campaigns integrate multiple social media channels, including Instagram and TikTok and utilise paid social targeting when greater amplification is needed.
Influencers have a deep level of trust with their followers, which allows us to introduce your brand into authentic and credible online conversations with engaging content that feels relatable, trusted and genuine. Always creating the best outcome for your brand.