Product Seeding & Influencer Marketing Made Simple: A Step-by-Step Guide

Times are tough – we get it.

But you don’t need a multi-million dollar marketing budget to get your products in front of the right audience. In fact, sometimes, you don’t need money at all.

Sounds too good to be true?

It’s not! Product seeding is a fantastic strategy for brands on a tight budget, and we wrote this handy guide here to show you:

• What it is,
• Why it works,
• How you can do it too!

So, let’s jump right into it!

What Is Product Seeding?

Product seeding – also called influencer gifting – is when brands send free products to influencers or content creators. In return, these influencers create content for the brand on their social media platforms – UGC.

Typically, this content is as simple as them sharing their (usually positive) experience with the brand.

This could mean anything from an Instagram story showing them using your product to a more detailed TikTok video explaining why they love it. Many influencers also include a discount link or promo code to encourage their followers to make a purchase.

https://www.tiktok.com/@joafrvryoung/video/7308968023837117701?q=product%20review&t=1737077530964

Product Seeding Benefits

The best part, of course, is that product seeding doesn’t require a massive marketing budget, so even small businesses can see results with this strategy.

But, other than that, there are some other benefits to it. This includes:

• Valuable feedback because influencers can provide honest insights that help you improve your products,

• Long-term partnerships, as gifting can lead to more collaborations with creators who end up loving your products,

• Boosted brand awareness & sales because you’re getting your product in front of an already engaged audience,

• Word-of-mouth referrals since your influencers’ followers trust their recommendations and are likely to tell friends and family about your brand.

This strategy is also perfect for launches – it’s a great way to introduce new products, especially if you don’t already have an established social media following.

Here’s a real-life example:

Waveblock, an e-commerce electronics brand, sent products to over 40 TikTok and Instagram influencers. Within a month, they had a library of 300+ UGC pieces.

https://www.instagram.com/reel/CwTtEleg_zj/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA%3D%3D

And why does product seeding work? Because people trust influencers.

A HubSpot survey found that 21% of people have purchased a product simply because an influencer posted about it.

6 Easy Steps to a Great Seeding Strategy

Now that you know that product seeding is worth a shot – and that in can bring you some pretty cool benefits – we’re not just going to leave you to fend for yourself.

As promised, we’re here to give you a step-by-step guide on how to do it!

Step 1: Choose the Right Influencers

Picture this:

A luxury clothing brand decides to gift products to a micro-influencer. They ship the clothes, they post the video, but… Crickets. No sales, no engagement, no nothing.

What happened?

Well, the influencer they chose focused on fast fashion, so their audience just didn’t care for the luxury outfits – it just wasn’t a good match.

When you find someone whose niche aligns with your brand, they’re more likely to genuinely enjoy your product, and so the reviews they share will be authentic. Plus, their followers will be more receptive to your brand because it fits their interests and lifestyle.

Here are a few tips for finding the perfect influencer:

• Look for niche alignment. Does the influencer’s content align with your product? For example, if you sell skincare, look for creators who share beauty tips and product reviews.

• Understand their audience. Are their followers the kind of people who would actually buy your product? Look at the comments on their posts to get a sense of who’s engaging with them,

• Start with micro- or nano-influencers. These creators typically have smaller audiences, but their followers are often highly engaged, which leads to better results for your campaign.

https://www.tiktok.com/@gracefulmommy/video/7385182889194884383?q=product%20review&t=1737077530964

In this example, you can see a mom influencer promoting a kid’s toy because her audience is made up of people who are likely also parents themselves and might be on the lookout for something to get their children.

Step 2: Create an Irresistible Offer

Getting influencers to say yes to your campaign starts with giving them an offer they can’t refuse.

No, not like in The Godfather… Here’s what we had in mind:

First, focus on personalization. Take some time to learn about the influencer – what are their interests? Any recent life updates? What do they post about most often?

You also want to mention some exclusive perks they’ll get in return for working with you. This can be anything from early access to new products, discounts, or even

commissions for any sales they drive.

Then, you should also highlight the potential to become a brand ambassador if the partnership goes well. This is something that could benefit you both, so make sure to mention what the benefits of this kind of relationship would be.

Finally, a thoughtful gesture goes a long way. Something as simple as a handwritten note or a freebie customized to their liking would suffice – let them know you care and aren’t in it just for financial gain.

https://www.tiktok.com/@ok_neha/video/7392436327565823238?q=pr%20package&t=1737080558563

Here’s how Laneige does it – the packaging is another way you can make your products stand out from all the other offers influencers receive, but more on that later.

Step 3: Craft an Outreach Message

The fact of the matter is that influencers get flooded with product seeding requests every day. So, if you want your message to catch their eye, your outreach has to be clear, concise, and persuasive.

Psst! We have a whole article written on the topic of getting influencers to say yes! You can check it out here.

Here’s how you can do it:

• Keep it short and sweet. If your email is too long, you’ll lose their attention before they even get to the good part. Focus on the essentials: who you are, what you’re offering, and why it’s worth their time.

• Introduce your brand. Give a brief intro of who you are and what your product does. Make it relatable and easy to understand, and don’t take up half the email talking about yourself.

• Make it personal. Why did you choose them? How do you know their audience would love your product? Show that you’ve done your homework and aren’t just sending out generic emails.

• End with a clear call to action. Don’t leave them guessing as to what you want from them. Whether it’s asking for their address to send a package or inviting them to reply for more details, spell out the next step clearly.

Here’s an example of an outreach email:

Notice something? There’s no mention of asking for a post or content creation upfront. That’s intentional. Building a relationship first lays the foundation for a genuine partnership, not just a transactional one.

Once the influencer receives the product and gives you feedback, you can gently suggest a post if they enjoyed it. You might also include a discount code they can share with their audience as an incentive to create content.

This approach is made to make influencers feel valued, not like they’re being pressured for a favor.

Pro Tip: Consider sharing a curated list of the products available for gifting. Influencers know their audience best and can choose what’s most likely to do well.

Step 4: Nail the Packaging and Delivery

We already briefly touched on the topic of packaging, but we’re getting into the details now.

First impressions are everything, and that includes the packaging your product arrives in. A positive unboxing experience influences how influencers and their followers perceive your brand, linking it with quality and care.

Plus, cool packaging practically begs to be shared on social media, so they might share it without you even needing to ask for content.

Here are a few tips on how to make your packaging TikTok-worthy:

• Make it unique with eye-catching colors and graphics that stand out,

• Add a personal touch by customizing the package with the influencer’s name, initials, or an inside joke from their content,

• Aim for memorable by going the extra mile – include a handwritten note or freebies that complement your product.

https://www.tiktok.com/@ling.kt/video/7364471707358252320?q=gisou%20fridge&t=1737081222250

Gisou really went the extra mile and sent their influencers a whole fridge’s worth of products. But, honestly, even if it was just a few items, the fact that they came in a refrigerator is enough to get people talking!

Now, let’s talk logistics. Packaging is only half the battle – getting it delivered safely is just as important:

• Use quality materials to protect the product during shipping – nothing ruins a first impression like a damaged item,

• Work with a fulfillment company if handling logistics in-house is too much to manage,

• Stay organized and keep track of who you’ve sent products to and notify them when their package is on the way.

Step 5: Provide Clear Content Guidelines

So, the influencer loves your product and agrees to post about it – great! But here’s the thing: if you don’t provide guidance, the content they create might not align with your brand or messaging.

That’s why sending a creative brief with content guidelines is as important as any of the other steps.

What should the brief include?

• A quick overview of your product and its features & benefits,
• Suggestions (not strict rules!) for the type of content you’re looking for,
• Hashtags and keywords you’d like them to use,
• An agreement regarding the usage rights of the content.

Flexibility is key here. You should let your influencers have creative freedom so that their content feels genuine, not like a forced ad.

https://www.tiktok.com/@therawand.co/video/7201516122141642026?q=product%20review&t=1737077530964

Step 6: Ensure Compliance and Transparency

Influencer campaigns can hit a snag when communication isn’t crystal clear. Misunderstandings happen, especially about deliverables, timelines, or product details, and they can lead to mistakes or ghosting.

To stay organized and on track, start by clearly setting expectations and timelines right from the get-go. Make sure that the influencer fully understands your product and how it’s used – this is particularly important for industries like health or wellness, where inaccuracies can lead to serious consequences.

Lastly, if there’s any chance of misinformation, it’s a good idea to consult a legal expert when creating content guidelines.

Bonus Step: Build Long-Term Partnerships

One of the best things about product seeding is that it’s a low-cost way to test out potential influencer partnerships.

When you find creators who truly love your product and connect with your brand, you can talk to them about transitioning to a more formal, long-term collaboration.

• This could include:

• A paid partnership with clearly defined deliverables,

• Regular gifting to keep the relationship strong,

• Opportunities to become a brand ambassador.

Product Seeding: Key Takeaways

So, we talked about what product seeding is and what kind of benefits you stand to gain from this strategy.

To sum it up, it’s the practice of sending gifts to influencers in exchange for UGC.

The main benefit is, of course, the cost-effectiveness of it all, but it can also lead to boosted sales and even long-term partnerships.

To get started, you just need to follow these simple steps:

1. Choose the right influencers based on their niche & engagement,
2. Create an offer,
3. Reach out to the influencer,
4. Make sure the packaging stands out & the delivery goes smoothly,
5. Give them clear guidelines about the content you want,
6. Communicate transparently and agree on compliance terms,
7. Talk about potentially getting into a long-term partnership.

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