Product seeding, also known as influencer gifting, is when a brand sends its products to a selected group of influencers. In return, the influencers create content featuring these products. Product seeding is an effective, cheap, and less time-consuming influencer marketing strategy to generate leads and increase brand awareness.
A lot of reputed brands use the product seeding strategy to grow their influencer programs. When they send out their products to influencers, they not only get high-quality content with great reach, but the brand profiles also gain visitors, followers and witness increased engagement.
How do they do it? They get these two things right:
Examples of brands using the product seeding technique successfully are LUSH, Chegg, GoPro, Graze, Clinique, and House of CB (just to name a few).
Wildly effective in creating robust influencer programs, product seeding helps yield many benefits for brands. These benefits broadly include:
Influencer gifting is a simple concept but requires planning to be truly successful. Here is a basic process you can follow to create a successful plan that can guarantee product seeding success.
Products should naturally appear in the influencer’s content without indicating that the influencer is working in partnership with the brand. It has to be subtle, and this is a challenge. Many brands employ a product seeding strategy because it’s cheaper and less time-consuming but fail to invest in technology that can help them find the right influencers who can speak about their product without making it look like an advertisement.
Affable makes the process of product seeding easy for you. Its end-to-end influencer marketing platform helps you find authentic influencers across any industry globally and engages them for product shootouts. Affable does a lot more than discover relevant influencers; it can manage and run product seeding and influencer gifting campaigns. Talk to our expert to know more.
It varies depending on what you want to achieve with product seeding. That said, the more gifts you send to the influencers, the higher your reach will be. Consider applying a blanket approach; spread your product far and wide by sending the gifts to as many relevant influencers as you can.
Product seeding is a lot more than sending free products to influencers and expecting them to talk about them in their posts. There’s more to it, and here’s what you should take care of:
It’s clear that product seeding works well and is a good strategy for utilizing influencer marketing for a brand. Using the information above, you can start working on a strategy and thinking about leveraging it, but first, it’s super important that you have the right tools.
For all your influencer marketing needs, including product seeding, Affable is what you need. Schedule a quick demo with Affable and see how we can help you maximize your influencer marketing efforts.
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