How much content does a seeding programme produce?

By Tom Bogaert · Reviewed on
Part of: Micro-influencer marketing
6,500 pieces of content from Café Royal's seeding programme, good for ~400,000 reach Café Royal, via sectoranalyse archive.com, 2025

At scale, a lot: Café Royal's seeding programme produced 6,500 pieces of content, good for around 400,000 in reach (archive.com sector analysis, 2025). That's a programme with thousands of participants, so the figure says more about what's possible than about what you'll get next month.

Our own yardstick is more useful. In the WOWOW pilot, 25 out of 25 athletes delivered: 64 pieces of content and over 1,800 extra interactions. That's an average of two to three pieces per athlete, at a hundred percent delivery rate.

The second number is the important one. In seeding programmes without follow-up, a sizeable share of recipients delivers nothing — the product arrives, nothing happens, and that loss sits quietly inside your cost per piece. We agree up front what's expected, follow up when it doesn't arrive, and track per athlete what was delivered. That's the difference between 25 out of 25 and, as often happens in this market, 14 out of 25.

So don't budget on a total, budget on an expectation per athlete: two to three pieces with a clear briefing, more when the product fits a season or the build-up to a race. And agree what you may do with that content. A squad that delivers fifty pieces you're not allowed to advertise with has handed you a photo album.

Sources

  1. Café Royal, via sectoranalyse archive.com

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