Product seeding campaign

A product seeding campaign is when a brand sends free products to a group of creators with no guaranteed posting requirement, hoping some will choose to post about it organically.

Unlike a paid collaboration, seeding carries no contractual obligation to post — brands use it at scale, seeding many creators at once and treating any resulting content as a bonus rather than a deliverable they paid for.

• You’re under no obligation to post just because you received a product, unless you explicitly agreed to.
• Still disclose it as a gifted product (#gifted) if you do choose to post, since receiving free product is a material connection under disclosure rules.
• Don’t treat repeated "seeding" requests from the same brand as a substitute for eventually negotiating a paid deal, if that’s what your audience size and engagement justify.