What Is Gifting (Product Seeding)?
Product gifting or seeding is when a brand sends free products to creators in hopes of receiving organic mentions or reviews, often without a formal paid partnership agreement.
Gifting campaigns have low conversion rates — typically only 10–20% of gifted creators post about the product. However, the cost per mention is significantly lower than paid partnerships. Creators are not obligated to post about gifted products unless they've agreed to specific deliverables. Higher-value creators often decline gifting-only offers and require paid compensation.
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