It has been over half a year since content discovery tool Trapit relaunched its business as a social selling and employee advocacy platform, and since then the company has rapidly expanded within the space, boasting more 1,000-seat deployments in Fortune 1000 companies than any of its competitors. According to CEO Hank Nothhaft, there is a simple explanation for why Trapit has been so successful in such a short time: Employees actually want to use it.

“Our competitive advantage is adoption—it really all comes down to adoption,” Nothaft told me. “In a space with dozens of providers, the problem is they all look exactly the same and came out with the same perspective. None of it is really enabled by technology, and it’s all about mimicry right now.”

Nothaft explained that because Trapit came from a consumer-facing background, it was able to approach employee advocacy from a different perspective than the other providers in the industry, and that is why it has been able to gain the sort of traction with employees that has been lacking in other platforms.

“We’re very focused on user experience,” Nothaft said. “You have to win the heart and mind of the individual employee. Are they going to find value in it, will it make it easier to do their job, will they want to use it?”

He added, “To be successful in this space, your tool needs to be more like Flipboard than Salesforce.”

Trapit is about to make things even easier on employee users with the release of a mobile app for Android and the addition of Twitter integration to its existing platform. Nothaft noted that sales teams are increasingly relying on mobile, and a “complete solution” app was an obvious next step for the company.

Likewise, Twitter is an essential part of many businesses’ social marketing strategies, and the ability to curate and track content on Twitter will provide an enormous benefit for Trapit users. Nothaft said that the new integration with Twitter is a great way to amplify a corporate tweet by making it easy for employees to retweet the content, and users will also be able to target specific teams or organizations on Twitter.

“All strategies lead back to content,” Nothaft said. “Content is the fuel of advocacy.”

Images courtesy of Trapit Inc