What is influencer gifting / product seeding and how do you run a gifting campaign?

Last updated · by Buse Dülger

Product seeding (influencer gifting) means sending free product to well-matched creators with no obligation to post, in the hope they share it. To run a campaign, target creators who already fit your category, send in batches, add a personal note, design the unboxing, follow up once, and ask anyone who posts to label it as an ad.

What is product seeding?

Product seeding means sending free product to chosen creators with no contract, no fee and no obligation to post, in the hope that the ones who like it will share it. Influencer gifting, influencer seeding and PR seeding all describe the same practice. The word 'seeding' comes from farming: you plant product widely and some of it takes root.

It is no longer a side tactic. Aspire's platform data shows product seeding made up 31% of all campaigns on its platform, up from 20% a year earlier, and many brands gifted to more than 100 creators per campaign. For a DTC beauty, supplement or fashion brand the appeal is simple: each creator costs you the product, packaging and postage, and the content that comes back is unscripted.

Product seeding

The umbrella term. You choose creators, send product with no contract or fee, and let them decide whether to post. You judge success across the whole batch: how many posted, what the content looked like, and whether codes or links drove sales. It works best for products that photograph well and show results quickly.

Influencer gifting

Usually means one-off or ad hoc gifts: a launch box to a handful of creators, a seasonal drop, or a thank-you to someone who already tagged you. The rules are the same as for seeding, but there is usually no target list, tracking or repeat cycle, so it is harder to compare results from one send to the next.

Influencer seeding

Seeding run as a programme. You pick creators using audience data, send product in waves and track it with codes or links. The creators who post then move into paid or affiliate work. This is the version worth building if gifting is going to be a real channel rather than an occasional favour.

How is gifting different from a paid collaboration?

A gift buys you a chance at content, while a paid collaboration buys you a guarantee. With a gift you cannot require a post, a date, a caption or approval, so you give up control in exchange for volume and authenticity. With a paid deal you agree deliverables, usage rights and a fee, and you get what you briefed.

Disclosure is the same either way. The FTC's Disclosures 101 guide counts free or discounted products as a 'material connection', so a creator who mentions your product after receiving it should disclose that, even if you never asked for a post. In the UK the label is 'Ad'. In the US, '#ad' or a plain line saying the product was free both work.

Most brands do both. They seed widely, then offer paid deals to the creators whose unprompted content performed best.

Gifting: what you get

Volume and honesty. You reach far more creators for the same budget, and nobody prompted the content that comes back. In return you have no say over whether, when or how they post, and you cannot reuse their content in ads without separate written permission from each creator.

Paid: what you get

Certainty. A fee buys agreed deliverables, posting dates, review rounds and, if you negotiate it, usage rights for ads. It costs more per creator and the content can feel scripted, so choose paid when a launch date or your ad creative depends on it.

Hybrid: gift first, pay second

Seed a wide list, see who posts and whose content performs, then offer those creators a paid brief or an affiliate code. You only pay for proven fit. Creators who already like the product also make better paid content than strangers reading a script.

How do you run a product seeding campaign?

Run it in five steps: target creators who already fit your category, set volume from the content you need, write a personal note, design the unboxing, and follow up once. Before you ship anything, send a short DM or email asking whether the creator wants the product. This cuts waste and lets them pick a shade, size or flavour.

Start from the outcome. Decide how many usable posts you need, divide by a cautious post rate to get your parcel count, then send in smaller waves. That way you learn which creator types respond before you commit the rest of the stock.

Collabz is a good fit for this step if you want a shortlist of vetted creators matched to your brand before you send anything.

1. Targeting

Start with creators who already post about your category: skincare educators for a serum, run-club creators for electrolytes, capsule-wardrobe creators for basics. Look at recent posts and genuine comments rather than follower counts. Ask before shipping so creators can opt in and choose a variant. Asking first removes most of the waste on its own.

2. Volume

Start from the number of usable posts you need and divide by a cautious post rate. That gives you your parcel count. Send in waves rather than one big drop, so you can see which creator types respond and move the rest of your stock and budget towards them.

3. The note

Write one note per creator, not one per campaign. Mention the post that made you pick them, say what the product is for, make clear there is no obligation, and ask for an 'Ad' label if they share. There are ready-to-adapt templates in the gift note section further down this page.

4. The unboxing

Pack for the camera. Put the note on top, the hero product next and extras last. Use packaging that opens by hand and survives the post. Add a usage card if the product needs explaining, and a discount code for their audience if you run an affiliate scheme.

5. Follow-up

Confirm delivery, then send one friendly check-in a week or two later asking how they are finding the product. Do not chase for a post. Log who posted, when and in what format, and thank everyone who did within a day or two of the post going live.

How do you write an influencer outreach email or DM (templates that get replies)

What post rate should you expect from gifting?

Expect roughly one in five to two in five well-targeted creators to post. That is typically 20-40% (industry range), lower for cold lists and higher for creators who opted in or already post about your category.

Creators are willing; the problem is fit. Aspire's survey found that 86% of creators would still work with a brand for free product alone if they love the brand or the product value is high. A creator who opted in, chose their own variant and got a note showing you watched their content is far more likely to post than one who received a box out of nowhere.

Track post rate for each wave and each creator tier, not just overall, and measure what came back. A creator who has not posted is a 'not yet', not a failure: some post weeks later, and some will respond to a second product.

What raises post rate

Asking before shipping, letting creators choose their variant, a note that refers to their content, a product that fits what they already post about, and sending to creators who have tagged you before. Creators who receive repeat sends also tend to post more as they get to know the brand.

What lowers it

Boxes sent without asking, generic notes, products outside the creator's niche, creators who mostly post paid content, and products that need weeks of use before results show. Large creators get more parcels than they can ever cover, so smaller creators usually post at a higher rate.

What to measure

Post rate per wave and per tier; the number of stories, posts and videos; how many pieces are good enough to license for ads; code or link sales; and cost per piece of content (product, packaging and postage divided by pieces received). Compare waves, not individual creators.

What is a nano-influencer and how do you work with them

What gifting looks like now

  • 86% of creators will still work for free product alone if they love the brand or the product value is high.
  • 54% of marketers mainly work with nano and micro creators, the core of most seeding lists.
  • 77% of marketers repurpose creator content in paid social ads, so get usage rights for gifted posts.
  • 69% of marketers say influencer-generated content outperforms brand-directed content.

Source: Aspire, The State of Influencer Marketing 2026

What should an influencer gift note say?

A good gift note says who you are, why you picked this creator, what the product is for, that there is no obligation to post, and that any post should be labelled as an ad. Keep it to five or six lines, handwritten or printed on a card, and signed by a real person rather than 'the team'.

The labelling line is required, not a nice extra. The CMA's guidance for brands says that when you send free gifts you should include clear instructions that any resulting content must be labelled 'Ad', even if you ask for nothing in return. One friendly sentence covers it without sounding like a legal notice. The templates below cover the most common DTC cases. Swap in the specifics before you send.

Beauty launch note

'Hi [name], I'm [first name], founder of [brand]. Your video on [specific topic] is why this serum is with you. Try it for a fortnight and tell us honestly what you think. There's no obligation to post; if you do, please mark it 'Ad' (or '#ad' in the US). [Signature]'

Supplement note

'Hi [name], we make [product], a [format] for [use]. You build your mornings around [habit], so we've sent a month's supply. Nothing expected in return. If you share it, please label it 'Ad' and talk about how it fits your routine rather than making health claims. [Signature]'

Fashion fit note

'Hi [name], you mentioned you're between sizes, so here is the [item] in [size] with a prepaid exchange label inside. Wear it the way you actually would. There's no obligation to post; if you do, an 'Ad' label upfront keeps everything above board. [Signature]'

Short surprise card

'[Name], a small thank you for the way you talk about [topic]. Enjoy it, no strings attached. If it ever ends up on your feed, an 'Ad' label keeps us both on the right side of the rules. [First name], [brand]'. Use this for creators who already tag you.

How do you thank a creator after they post?

Thank them within a day or two with a short, specific message that names what you liked about their post. Put any request, such as resharing rights or a paid follow-up, on a separate line and make it clearly optional.

Resharing a creator's post on your own channels or running it as an ad needs separate permission, so get it in writing before you do either. A gift does not include usage rights.

The thank-you is also the moment to move good creators up a level: offer a second product, an affiliate code or a paid brief. Creators who didn't post deserve a message too. Their honest feedback is cheap product research, and a warm tone keeps them open to your next send.

After an unprompted post

'Hi [name], we just saw your [reel/post] and the part where you [specific detail] made our week. Thank you for trying [product] and for labelling it so clearly. If you ever want a restock or early access to the next launch, just reply.' Keep it short and specific, with nothing asked in return.

After a collaboration

'Hi [name], thank you for the [deliverable]. [Specific result, e.g. the comments on your styling tip were brilliant.] We'd love to work together again on [next product], so I'll send a brief next week if you're open to it.' Thank them first, then make the next offer in its own clear sentence.

When they didn't post

'Hi [name], just checking the parcel arrived safely and that [product] suits you. There's no pressure to share anything; we'd simply value your honest feedback.' Feedback from creators who didn't post is useful product research, and a warm tone keeps the door open for your next wave.

What is an unboxing video?

An unboxing video is a creator filming themselves opening a parcel and reacting to what is inside, usually as a short vertical clip on TikTok, Reels or Shorts. For seeding it matters more than any other format: you cannot control the post, but you do control the box, and the box is what the camera sees first.

Design for the camera. Use an outer box that looks good on a doorstep and a clear reveal order: note first, hero product second, extras last. Make sure it opens without a knife and nothing rattles or leaks. Minimal, recyclable packaging comes across better on camera and in the comments than piles of branded filler.

Do not tell creators they must film an unboxing. Requiring a specific format turns a gift into a brief, and that changes how the content is treated.

Beauty and skincare

Show texture and shade. Include a swatch card or a mini so creators can demo on skin without opening the full-size product, and keep the reveal order so the hero product appears after the note. Avoid shrink-wrap or tamper seals that are awkward to open on camera.

Supplements

Add a card explaining what the product is, how to take it and when people usually notice a difference, in plain language and without health claims. A shaker, scoop or travel pouch gives creators something to film beyond the tub, which makes for a more varied clip.

Fashion

Fold for the reveal with tissue, a size card and a styling note showing two ways to wear the piece. Include a prepaid exchange label: a creator who gets the wrong fit will not post, and a quick exchange usually rescues the content.

What is a PR package and how do you get on brands' PR lists

Do gifted posts need an 'Ad' label?

Yes. A post about a gifted product is advertising and needs a clear label at the very start: 'Ad' in the UK, and '#ad' or a plain disclosure in the US. The ASA and CMA influencer guide says free products count as payment whether the creator requested them or not, and that having no obligation to post makes no difference.

The same guide advises against using 'gifted', 'PR' or 'collab' on their own. It wants the label at the start of the content rather than buried among hashtags, and expects creators to keep disclosing throughout the relationship and for 12 months after it ends. It also says that dictating content counts as brand control, for example requiring an unboxing, setting posting dates or reserving approval. Once a brand has that control, the regulator treats the post as the brand's own ad.

Brands share responsibility, so build labelling into the process rather than leaving it to creators.

UK: what to use

Put 'Ad', 'Advert' or 'Advertisement' at the very start of the caption, on the image or in the first frame of the video. Instagram's 'Paid partnership' tool may be enough if it is upfront and prominent; if in doubt, add 'Ad' as well. Avoid using 'gifted', 'PR', 'sp' or 'collab' on their own.

US: what to use

Use '#ad', 'ad', 'sponsored' or a plain line such as 'thanks to [brand] for the free product', placed with the endorsement so it is hard to miss. In videos, say it out loud and show it on screen; in live streams, repeat it regularly. A platform's own tool is not enough by itself.

Brand checklist

Ask for the label in your gift note, keep a record of who received product, check every post that mentions you, and ask for a prompt fix if a label is missing. If a creator repeatedly fails to label, stop sending to them. Responsibility is shared, so 'they posted it, not us' is not a defence.

What are the FTC and ASA rules for sponsored content and #ad disclosure

Sources and further reading

Frequently asked questions

What is remote gifting in influencer marketing?

Remote gifting means the creator gets a link, picks the product, shade or size they want and enters their own shipping details, so you never handle their address by email. It saves admin, protects the creator's privacy and makes the gift more relevant because they chose it. The usual rule still applies: any resulting post needs an 'Ad' label.

What does seeding mean in marketing?

Seeding means placing a product or piece of content with a small group of chosen people so they spread it to their own audiences. In influencer marketing it usually means sending free product to creators with no obligation to post. In content marketing it means distributing a video or article through relevant communities and channels.

What is an influencer seeding kit?

A seeding kit is the box a brand sends to creators: the hero product, any samples or accessories that help them use it, a personal note and packaging designed to be filmed. Keep it light enough to post cheaply and easy to open by hand. Put the 'Ad' labelling request in the note.

What should you look for in an influencer gifting platform?

Look for creator discovery with audience data, opt-in flows that let creators choose their own variant, private address collection, an integration with your store for creating orders, and post tracking through codes or links. CPG and consumables brands should also check how a tool handles stock, regional shipping and repeat sends, because seeding works best as a rolling programme rather than a single drop.

What is a gifted collaboration?

A gifted collaboration is a partnership where the creator receives product instead of a fee, usually with no guaranteed post. If the brand sets deliverables, dates or approval in exchange for the gift, it is really a paid collaboration paid in product. Either way, the content must be labelled as an ad.

How do you make a good unboxing video?

Film in natural light, show the outside of the parcel before opening it, react honestly as each item comes out, and finish by trying the product on camera. If the product was gifted, put an 'Ad' label on screen at the start. Brands can help by packing items in a sensible reveal order, but should not script or require the video.

What is community seeding?

Community seeding sends product to your existing customers, members or fans rather than to influencers chosen for their reach. It suits brands with an engaged customer base, because the posts come from real users. The best performers can then be invited into an ambassador programme.

What is content seeding?

Content seeding is distributing a finished piece of content, such as a video, article or creator post, across third-party channels, communities and publishers so more people see it. It differs from product seeding, where you send physical product and let creators make the content themselves.