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An influencer seeding strategy is one of the most cost-effective ways to build authentic brand awareness. Instead of traditional influencer marketing campaigns that require a set budget, brands can send free products to influencers hoping that they will publish something about it. But it's important that you have the right approach, otherwise influencer seeding can fall completely flat and you will be missing out on those positive experiences. Let’s break down how to structure an influencer seeding strategy that will do wonders for your brand and give you great PR.
Published 2025-05-13
Turning product sendouts into powerful marketing
Influencer Seeding – More than just free products
Influencer seeding isn’t just about sending free products; it's a very strategic approach. When done right, gifting generates authentic content at a low cost, builds loyalty, and lays the foundation for long-term partnerships with influencers. It's a great way to generate buzz around a new product that you are launching or if you want to share some love on specific holidays just to spread your unique brand values across social media. What we do know is that the more personal and curated your sendout is, the more you will also get in organic exposure in return. Crafting cool PR sendouts is an art in itself!
Smart targeting sets the foundation for successful influencer seeding
What makes a strong influencer seeding strategy?
A strong influencer seeding strategy starts with clear goals: Is your aim to generate awareness, reviews, or spark social buzz? Targeting matters! Micro and nano-influencers often outperform large creators in engagement and actual hit rate. Usually it is also much easier to get exposure from the smaller creators than the established ones, as influencer seeding relies on influencer posting without actually having to do it. Again: have a personalized outreach and creative packaging to make the experience memorable and make it even more likely that someone is actually willing to share it on their channel.
Influencer Seeding vs. Influencer Gifting
While influencer seeding refers to unsolicited gifting in hopes of coverage, influencer gifting involves an agreed-upon exchange of product for content. Both tactics have value, depending on your goals and budget.
If you are a newly launched brand, influencer seeding is a smart way of getting started with influencer marketing as it doesn't require a big budget. Make sure to use the seedings to build a relationship with influencers that you would be interested in collaborating with in the longer run, as it's a great way to introduce your product to them at an early stage.
Use tools to track the impact of your seedings
Trackable influencer seedings – measure the impact on your brand
As there is no agreement with the creator about them having to publish content about your sendout, it's hard to track the effect it has on your brand. With platforms like CIMS, you can track the hit rate of your seedings together with estimated exposure and target audience. Tracking the actual sendout and collecting addresses is also a big part of the process, and it's important to keep a structured approach to this in order to simplify the work that goes into seedings.
