In short
Product seeding means sending free products to creators with no obligation to post. It is low cost and can create authentic content, but there is no guaranteed result. Send to a carefully chosen small group, include a personal note, follow up politely, and remember that if a creator posts about a gifted product, the post should carry a clear disclosure.
What product seeding is
Product seeding is a marketing approach where a brand sends free products to creators, without a contract that obliges them to post. The aim is to start a relationship, get honest feedback and, if the creator likes the product, earn organic mentions. It is different from a paid collaboration, where deliverables, dates and fees are agreed in advance.
Seeding vs paid collaboration
| Product seeding | Paid collaboration | |
|---|---|---|
| Cost | Product and shipping | Creator fee plus product |
| Guaranteed content | No | Yes, as agreed in writing |
| Control over message | Low | Higher, through the brief |
| Best for | Early awareness, finding creators who genuinely like the product | Launches and campaigns with fixed dates |
Many brands use seeding to find creators who love the product, then move the best fits into paid, written agreements. Our guide to influencer agreements shows what to cover when you do.
Who to send products to
Seeding works best with a small, carefully chosen group. Industry guides recommend focusing on nano and micro creators, who tend to have closer relationships with their audience, and sending only to people who are likely to genuinely like the product. Check that their audience matches your customer, as covered in our guide to choosing micro-influencers.
What to put in the package
- The product, packed so it looks good on camera
- A short, personal note that says why you picked them
- A simple card with your brand story and the key thing you want them to know
- Your contact details for questions
- No hidden strings: be clear that posting is their choice
How to follow up
- Confirm delivery a few days after it should arrive
- Ask for honest feedback, not just a post
- Thank creators who post, and share their content (with permission)
- If someone loves the product, offer a paid, written collaboration
Disclosure for gifted products
If a creator posts about a product you gave them for free, that is a material connection. ASCI's influencer guidelines list "Free gift" among the accepted disclosure labels, so the post should say so clearly. Make this part of your note or agreement.
Common seeding mistakes
- Sending to too many people with no criteria
- Expecting guaranteed posts from a free product
- Sending products that do not photograph well
- Not tracking who posted and what happened next
Frequently asked questions
What is product seeding in influencer marketing?
Product seeding is sending free products to creators with no obligation to post, to build relationships and earn authentic mentions.
Is product seeding the same as a paid collaboration?
No. In seeding, posting is optional and there is no fee. In a paid collaboration, deliverables, dates and payment are agreed in writing.
How many creators should I send products to?
Start with a small, carefully chosen group so that each one gets a personal note and you can follow up properly.
Do creators need to disclose gifted products?
Yes. Under ASCI's influencer guidelines, a free gift counts as a material connection, so the post should carry a clear label such as Free gift or Collaboration.
Sources
- Influencer Marketing Hub: the ultimate guide to product seeding
- Collabstr: what is product seeding in influencer marketing
- Aspire: product seeding guide
- ASCI: influencer guidelines update, press release (2023)
Figures and rules change, so check the sources for the latest. This guide is general information, not legal or financial advice.