Influencer Marketing & Product Seeding: How It Works

Micro-Influencer Marketing

Influencer marketing campaigns have typically been built around brands paying creators to post content, appear in events and provide endorsements. However, the rapid rate of expansion in the influencer marketing industry has created new challenges for brands.

Tracking ROI from an influencer engagement rate has always been an imperfect science. It’s no wonder that 90% of businesses aren’t confident about their ability to measure social media return.

To make it more difficult, brands have to factor the cost of their influencer deals against their overall social spend.

How do you maximize your budget and time with the growing list of influencers that are at your disposal?

What is Product Seeding?

Here’s a case study from product seeding campaign with Flourish Pancakes

Product seeding also allows you to scale your influencer relationships and identify brand ambassadors in the endless sea of micro influencers.

The idea is to work with creators that are passionate about your product- not just because they’re getting paid. Leveraging your product as compensation for influencer content also allows you to scale your campaigns while remaining cost effective.

However, it’s not as simple as sending free products to a list of randomly selected influencers. Successfully product seeding influencers requires research and diligence.

Product Seeding & Micro Influencer Campaigns

This is especially true for macro influencers, which is why product seeding is most effective for working with micro influencers. While it’s still possible to work with macro influencers through product seeding, your response rate may take a hit.

Micro-influencers provide higher engagement rates and they’re also more open to creating content for brands they genuinely enjoy.

You should aim for influencers that put your brand before their compensation. Having a budget to pay influencers is a great way to build lasting relationships once you find the right group of content creators.

Through a product seeding campaign, you can find content creators and initiate a relationship to make sure they’re a fit.

Managing Expectations

A successful product seeding campaign should achieve at least one of three outcomes: content marketing, new sales or product feedback. If you’re not achieving any of these, you’re not doing it correctly.

As a digital marketer, you need to find microinfluencers that are a natural fit for your products. When you can convert an influencer into a potential customer and receive a shout-out, that’s a double-win.

An influencer that’s not even willing to share an Instagram story might not be a great fit for your product. However, you can use that as an opportunity to objectively ask the influencer for their opinion and feedback about your product.

Your objective is to offer your product to influencers that could actually be your customer!

What Products Can be Seeded with Influencers?

It’s not exclusive to any particular industry. Brands such as Hello Fresh, NastyGal, and Audible have all built their own network of brand ambassadors through product seeding.

The biggest key is that you select a product that is aesthetically pleasing in photos and social media posts. When shipping your products to influencers make the package appealing and try to personalize as much as you can. A handwritten note is an easy and effective way to show your thanks.

Be aware of the associated product and shipping expenses when sending your products to various micro-influencer. Influencers are only one component of your digital marketing strategy and you can’t expect overnight sales.

How do I find micro-influencers to try my product?

Keep in mind that social media marketing is always more effective when it’s perceived as authentic. Look for influencers that create content around products they actually use. Then evaluate whether their content and style is a fit for your digital media approach.



It’s totally irrelevant if they are paying those influencers or not- your goal is to find brand ambassadors. If influencers are asking you to bid for their services, they might not have your best interest in mind.


A great way to find influencers in specific regions by combining your hashtag search with specific locations. For a broader search, you can also browse by geolocation on Instagram.

Influencer Discovery Platforms

How Do We Tackle Product Seeding at Node?

Feel free to request a demo If you’d like to check it out for yourself.

Originally published at on May 17, 2020.

Co-Founder at | Marketing Nerd | Analyzer of Data | Hip-Hop Head |