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Also known as influencer gifting, product seeding is the practice of gifting products to creators so they can try them and share authentic content. Done right, it’s a relatively low-cost way to generate social visibility, user-generated content, and awareness.
Unlike traditional influencer campaigns that pay creators to produce specific content, product seeding gifts products to creators. Content emerges naturally from trying the product, often in a review or authentic experience format, fostering long-term brand affinity rather than a one-off sponsored post.
Identify creators with genuine brand alignment and audience overlap. Gift products with clear expectations and optional guidance to shape content creation. Track completion rates and engagement, then refine targeting and messaging over time—scaling thoughtfully ensures your product seeding campaigns consistently drive social visibility, authentic content, and measurable results.
Start small to test creator alignment and content quality, then scale gradually. Tracking results early helps ensure each product drives meaningful social visibility and engagement.
Most content takes the form of authentic testimonials, unboxing experiences, or lifestyle posts featuring your product. Because creators choose how to showcase the product, the content feels natural and resonates with their audience. You can both enable creators to post content on their feeds, or push content through yours – in both organic and paid social.
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