Product Seeding

The practice of gifting products to influencers, journalists, or community members without payment or obligation, with the aim of generating authentic reviews, social posts, and word of mouth.

Seeded content feels genuine because it is not paid placement. A product that appears naturally in an influencer's daily life carries far more credibility than an obviously sponsored post, often at a fraction of the cost.

A founder sends her new candle range to 50 micro-influencers in the wellness space with a personalised note. Thirty of them post about it unprompted. The resulting content reaches 400,000 combined followers with zero ad spend and a total cost of £600 in product.