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Product seeding, also called product gifting, is on the rise as many brands gift their products to influencers to build brand awareness. However, it’s crucial to send products to the right people.
To avoid any mistakes, start by reading this article.
You’ll find out what product seeding is and how to leverage it as we discuss studies, examples, and strategies that work for your brand.
Let’s get started.
Product seeding is influencer gifting: giving your best products to influencers so they can write authentic content about your brand. This organic content will then attract more customers and generate even more high-quality content.
Of course, you’d want to send your free product to influencers who:
For example, you can send gifts to a momfluencer if:
Product seeding has become a popular marketing approach because the type of content you’re getting out of it is very authentic. And authenticity is exactly what consumers are after, as 92% of people trust their peers and word-of-mouth over traditional ads.
Product gifting is suitable for a broad range of brands. It is widely used in CPG influencer marketing, for example. It's also an excellent way to reach out to any niche markets via nano-influencers or micro-influencers.
It’s difficult* to find dedicated content creators that go the extra mile for your brand. And when you do, you must hold on to them. If an influencer writes about your brand/products genuinely and with passion, you have more chances to work together in the long run. Ultimately, this long-term relationship will benefit you both.
*Alternatively, you can work with inBeat to source those perfect influencers for your needs in no time. We specifically constructed our micro-influencer platform for this purpose because we have extensive experience working with diverse brands, influencers, and targets. During these years, we’ve honed specific algorithms and a straightforward intuition to make sure we pair brands with similar-minded content creators.
So test our platform to find influencers; you won’t regret it. Alternatively, you can schedule a free call to discuss your needs and the strategy that suits you best.
Product seeding has many perks. It allows you to:
These advantages are fairly self-evident once you get the gist of product seeding. So here’s a surprising effect of word-of-mouth that Yakov Bart showcases in a 2017 article:
When gifting products, you monitor and measure reactions/purchases related to that product via the original influencer posts. Yakov Bart argues that this is a mistake for marketers because the focus is too narrow.
Instead, he suggests looking at the larger picture contoured by off-topic consumer conversations:
Now that you understand why product seeding works, let’s see some excellent word-of-mouth marketing examples to inspire your next gifting strategy.
1. Proya: The Power of Trends
This deep-purifying mask attracted countless Chinese consumers who started wearing the same masks on social platforms. Douyin and RED, two of China’s most popular social media platforms, were instantly filled with ordinary people showcasing their masks.
Tip: Staying on trend is essential for young people, so encourage them to post their experiences with your brand.
2. BANG! Energy: Becoming Your Audience’s Symbol
BANG! Energy does in-person product seeding on college campuses and at festivals. They specifically target niche micro-influencers that address students or who are still students themselves.
Tip: Make your brand synonym with your audience’s values to become the focal point of their life experience. Additionally, try to meet them on their turf.
3. House of CB: FOMO and Desire
House of CB is an excellent example of a luxury fashion brand targeting upscale influencers like the Kardashians or Demi Lovato. Before releasing a new line to the public, these influencers get free access to House of CB pieces, which they post a few weeks before the collection reaches the stores.
Tip: If you send first-test products to your influencers, they’ll want to brag about what they’ve received. Thus, they create desire and FOMO for their audiences who get hyped about your product.
4. Ohne: Go All In
The world we’re living in is trying to be more environmentally responsible, and that’s why average consumers are trying to reduce their plastic use as much as possible. Ohne understands this need, which is why it sent a lovely gift bag with 100% biodegradable, organic period products to tabbyfortea, a micro-influencer with about 1800 followers.
Tabbyfortea is a woman who promotes clean living, so it’s evident that she’d post about this gift. Besides, this post features a unique proposition: Ohne promises similar free products to anyone registering on their website with the code freeboxbabe.
Tip: Make your influencers and their audience an offer they can’t refuse; it shows you trust your products entirely, and you’re making a risk-free choice for them.
5. Pixi: The Power of Reviews
Tutorials motivate many beauty products consumers; after all, they’re purchasing cosmetics because they want to see results such as smoother skin or fewer black spots. Cosmetics brands like Pixi have a lot of success if the influencers who receive their products write reviews.
Pro tip: Try to understand why people use your brand and what they need from it before anything else gets done.
Once you’ve seen these excellent examples, you’re probably wondering how you’re going to get the same ball rolling for your brand. Here are some steps for a successful product seeding campaign.
A blanket approach is more costly, but you have the chance of finding that perfect influencer(s) faster.
If you’re a small company, consider micro or nano-influencers. Play your cards right, and the only costs will be the products you’re sending and possible shipping. Remember that a product seeding campaign is an investment; if done right, it will pay off.
Send your products to people who would love them and talk about them. Also, follow-up within a few days to see if they received your gift.
Actual Product Seeding
Evaluating results is always important because you find out what worked, what didn’t, and how to improve in the future.
For easy tracking of your campaign, you can try the an influencer tracking software.
Choosing the right platform can be of tremendous help to avoid any potential missteps and evaluate your campaign’s performance.
If you’re selecting the best influencers from the get-go, you’re saving money and time in the long term. Try the inBeat influencer platform for an efficient influencer campaign, including a product seeding strategy and other online services.