The marketer's guide to influencer seeding

Think back to your last scroll through social media — chances are, an unboxing video caught your attention. These captivating clips, often part of a marketing strategy called “seeding,” involve brands sending free products to relevant influencers to promote both new and established products. 

The best seeding content stokes the viewer's curiosity, compelling them to stick around and find out what's inside the package. But, the success of influencer seeding goes beyond designing a mystery box and considering an influencer's followers. 

In this article, we'll examine what influencer seeding is, which brands it's right for, and how to run more successful seed campaigns.

What is influencer seeding?

Influencer seeding, sometimes called influencer gifting, is when consumer packaged goods (CPG) brands send product boxes to influencers for testing and reviewing. This can happen either as part of an official partnership or without prior agreement, with brands aiming to naturally pique the influencer’s interest.

Influencer seeding has a few core benefits:

• Simplicity: Product seeding is one of the most straightforward types of partnerships. Brands typically send a one-time box so influencers can create content tailored to their audience. 

• Authenticity: Since influencers test products in their own space and on their own terms, their reactions feel more genuine to their followers than, say, a brand-created advertisement — especially when the product truly wows them. 

• Cost-effective: By sending seed kits to a carefully selected group of influencers, brands can maximize impact without a huge investment. A successful seeding effort can open the door to more lucrative partnerships and help brands target audiences in niches they may not reach or resonate with otherwise. 

Of course, influencer seeding also has a few downsides:

• Ethical concerns: While seed kits tend to inspire authentic content, some influencers may overhype products in hopes of securing future partnerships — especially if they’re paid. 

• Lack of control: When sending unsolicited kits, there's no guarantee the influencer will post about or even try your product. And if they do, their feedback may not be positive. 

• Irrelevant audiences: Brands may misjudge a product's relevance to certain audiences, unintentionally alienating an influencer's followers. 

Most experienced influencers understand the value of seeding and are usually transparent in their reviews. Still, it’s important to be mindful of potential pitfalls as you plan your campaign. 

Does influencer seeding really work?

Influencer seeding can be a highly effective marketing tactic for new product launches or market expansions. By sending curated kits, brands can showcase their product lines to specific target audiences in a creative and engaging way — boosting the chances of turning customers into long-term brand advocates.  

In exchange, brands receive user-generated content (UGC) that aligns with their larger marketing strategies. This is especially valuable if your campaign prioritizes conversions over building general brand awareness. According to PowerReviews, 91% of consumers are more likely to buy a product that’s accompanied by UGC, like reviews that feature photos and videos in addition to text. 

Influencer seeding can work for many types of brands, but it's not a fail-safe. Your campaign’s ROI may take a hit if you choose the wrong influencers or send products that don’t resonate with the influencer or their audience. 

When brands should (and shouldn't) use influencer seeding 

Marketing experts usually recommend influencer seeding for highly visual brands, such as those in the food and beverage, tech, or beauty industries. 

For example, when marketing reps at State Line Distillery wanted to highlight the flavorful botanicals in their spirits, they sent seed kits with small gift cards to local influencers. The influencers responded by posting photos of colorful cocktails with elegant backdrops, inspiring followers to recreate their experience! 

On the other hand, influencer seeding may be less suitable for brands with complex products or those in highly regulated industries. Take thermostat manufacturer Tado, for instance. With a diverse and technical product line, pinpointing the right influencers and conveying the specific benefits to different demographics would be challenging. Instead, Tado opts for a more traditional approach, using a custom product finder to help potential customers choose the best model. 

3 examples of successful influencer seeding 

If you’re looking for inspiration to implement influencer seeding into your marketing efforts, these three real-world campaigns demonstrate how the tactic can effectively connect brands with their target audience:

1. MingBings gives influencers new product samples 

MingBings are crispy Chinese flatbreads available in classic combinations like ham and cheese and Buffalo chicken. The brand sent gift cards to select influencers to help local customers find their frozen products on store shelves. 

Influencers raved about the product's taste, nutritional content, and convenience. One post featured a mother and her child stocking up on MingBings at their local grocery store, planning to use them for quick dinners on sports nights.

The campaign succeeded because MingBings targeted busy influencers who were already searching for quick, healthy meal options. Followers commented on many of the brands' key selling points, like the product being gluten-free and easy to prepare in the air fryer. 

2. Earth + Home helps influencers level up their home decor 

Earth + Home markets home goods and plants to style-conscious audiences. To generate more holiday buzz, the brand sent seed kits to local influencers filled with candles, magnets, and a gift card to the store. 

One influencer shot a video tour of the store, sharing its street address and showcasing her favorite products. She also called attention to the store's candle club, where customers could score free candles. 

This campaign worked by capturing the excitement of sprucing up your home for the holidays, demonstrating how just a few new pieces can quickly refresh and elevate any space.

3. First Avenue treats influencers to a night on the town 

First Avenue, a renowned music venue brand in Minnesota, has been hosting major acts since 1970. To promote upcoming shows, the brand sent local influencers free tickets to a show so they could share their experiences with their followers. 

One influencer, a mom, encouraged parents to take their kids to the Peppa Pig Sing-Along at The Fitzgerald Theater. Her post featured her adorable toddler playing with a Peppa Pig toy. 

The campaign was a success because it capitalized on First Avenue’s nostalgic appeal, reminding the audience of its iconic status (including its role in Prince's Purple Rain video) while promoting kid-friendly acts. 

How to run your own influencer seeding campaign 

If you think an influencer seeding campaign could elevate your marketing strategy, consider these tips before getting started. 

Identify the purpose of your campaign 

Ideally, influencer seeding campaigns should be more than just product exposure. Define your goal — whether it’s generating specific product reviews, fostering social proof, or highlighting unique product benefits.The more granular you get, the better. 

For example, if you aim to drive brand awareness, pay attention to influencer follower counts and engagement rates. Remember, smaller influencers often have more engaged audiences than larger ones. 

Decide what you'll include in your seed kit

Curate your seeding kit with both your product and the individual influencer in mind. Eye-catching packaging, like backpacks or purses, might entice influencers to create fun unboxing videos! Don’t forget to include clear messaging, too — whether it's notes on brand positioning or a personalized thank-you letter. 

When Glow Recipe promoted its fruity skincare formulas, reps sent five products in their kits to content creators who then posted authentic, unfiltered photos of their skin. One influencer revealed her inner and outer glow while promoting products that aligned with her values. 

Find the right influencers to partner with 

With over 64 million influencers on Instagram alone, finding the right ones can be a challenge. Some brands manage the scouting process themselves, combing through hashtags and search terms and reaching out to relevant influencers directly. 

However, many marketers now rely on UGC or influencer platforms to streamline partnerships. These platforms may first identify influencers who already engage with or post about a brand, creating a more organic collaboration. Influencer apps and agencies also help narrow down options by filtering influencers based on availability, niche, location, and industry. 

Conduct outreach and set clear expectations 

Once you've identified your ideal partners, the next step is to contact influencers via their preferred communication method. If you're launching a DIY product seeding campaign, your outreach can be as simple as the following:

Hi [Influencer's Name]!

We saw your [type of content] at [company name/link] and believe you'd be a great fit for our brand!

We're looking for influencers to promote our [products], and we'd love to send you a seed kit because [reason the influencer’s content and audience align with the brand].

We're looking for a [duration] engagement, with [number and type of posts] on [social media platform].

If you're interested, we'd love to hear from you!

Thanks!

[Your name and official signature]

Keep in mind that influencers can get very busy, so follow-up may be necessary. If you're working with an app or agency, you can usually expect quicker responses with less back-and-forth. 

When reaching out, make sure your messaging is concise and your expectations clear. For example, if you want to highlight the product's sustainability and ease of use, you might ask the influencer to highlight its recycled components and include a short demo showcasing its simplicity.

Monitor and engage with your partners' posts 

Once posts go live, keep track of how influencers present your product and their followers' reactions and impressions. You should also engage with their content through your brand’s account(s). This shows that your brand is invested in the campaign and responsive to consumer feedback and expectations.  

If engagement is strong, it's a sign that your prep work was a success. If there's a lackluster response, it may mean going back to the drawing board. 

Support your next seeding campaign with software 

A seeding campaign can be a cost-effective way to get your product in front of the right audience, but without proper preparation, you might end up wasting time and resources. Thankfully, influencer marketing platforms can help you streamline your campaign from start to finish, without forcing you to give up creative control. 

If you're looking for local influencers, Hummingbirds can help you find the right people, manage relationships, and measure campaign success. Rather than waiting for influencers to get back to you or negotiating deadlines, you can send seed kits to relevant local social media personalities who are likely to love your products! 

Ready to launch a successful seeding campaign? Book a call with Hummingbirds today!