Placing advertising posts in thematic communities is called seeding, and it is on them, as a native source of traffic, that you should focus your attention when working with VK. The tasks of seeding are the same as those of any advertising campaign - to attract attention to goods or services, encourage the user to follow the link and take advantage of the offer. In addition, such advertising allows you to make the brand more recognizable and popular, and the company's community coverage grows.
However, there are also some peculiarities of sowing in VK:
Agreement directly with the community owner . Advertising placement must be negotiated separately with each community owner where you want to see the corresponding post. This means that the range of prices for publishing advertising posts can be significant, and some advertising placements are very expensive.
You can choose a community with a good conversion . Since the bank data choice of community in each individual case is made by the advertiser himself, this approach has many positive aspects. You can choose a community that will not require large investments, but at the same time will provide a good conversion due to belonging to a certain topic.
Payment without commissions . No transaction fees are required, as a person pays for advertising placement by direct transfers. This reduces the costs of placing advertising on the social network.
Targeters often express the opinion that this is the most expensive and unproductive method, but this is not true. Simply, when planning seeding on VKontakte, it is necessary to pay sufficient attention to which communities the necessary information will be published in. You can find very inexpensive, but at the same time effective options by selecting groups with relevant interests and high user activity.
For whom is the public seeding strategy effective?
strategy
There is another method in the social network - targeted advertising. However, seeding has its advantages over the targeted option, which is automatically configured only for the desired audience and is sometimes cheaper, and even an inexperienced user can handle setting up an advertising campaign. Seeding is more difficult for the author in terms of creativity and requires a lot of attention to the selection of communities for publication, but it is worth it, and the advantages should be emphasized:
the advertising post has a large audience reach , which allows you to attract the attention of even those users who are not identified as the target audience by automatic filters;
the ability to place native advertising, although here too you should be careful, since the level of user trust in the page must be very high;
there is no need to undergo moderation by representatives of the social network, which allows you to launch advertising even if it does not meet the requirements for advertising on VK;
the ability to repost a message from the company's community or the brand being promoted, which allows you to advertise not only the product and services, but also the brand itself;
If the post is not deleted after the allotted time, then this provides passive traffic for a long time.
One of the obvious disadvantages is that it is impossible to predict in advance who will see this advertisement, so maximum attention must be paid to choosing a community for posting. At the same time, it is not even possible to select only a part of the audience in the community that fits the parameters - the post is published simply for all participants. Accordingly, it is not recommended to use this method for expensive goods and services, as well as for B2B products . But it is great for selling consumer goods that are in high demand among numerous groups, regardless of their other interests.