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‘Is This Good?’: Your Definitive Guide To Product Seeding in 3 Easy Steps

Wearisma’s new series, “Is this good?”, provides key metrics and insights to help brands effectively measure the success of their creator marketing activities, starting with a practical guide on how to use product seeding to elevate your campaigns.

Published On: March 3, 2025

“Is This Good?” – Measuring the Success of Product Seeding in Influencer Marketing

In the first instalment of ‘Is This Good?’, we looked at ‘what constitutes a good Engagement Rate?’ This time, we’re shifting our focus to product seeding or ‘gifting’ and answering the pressing question ‘what is the right way to do product-seeding?’.

Well, the answer lies in measuring your performance. To effectively seed products, you must have an acute awareness of who is performing well for your brand.

WeArisma’s intuitive one-click activity reports can make measuring your total impact swift and simple. You can collect and curate key insights around the performance of creators and their content.

But, before we delve into that, we’ll explain the essentials of product seeding and how you can leverage it to your creator marketing advantage.

What is product seeding and why is it good?

So, what is product seeding exactly? Also known as influencer gifting, product seeding is when a brand gifts products to creators with the aim of creating content that features them, reviews them or explains their benefits.

It’s a effective way to increase brand awareness and generate potential sales. Plus, product seeding can be considerably cheaper and less time-consuming than other influencer marketing strategies such as event collaborations, and paid campaigns.

Product seeding is an effective way to boost brand awareness and generate potential sales. Plus, it can be considerably cheaper and less time-consuming than other more ‘hands-on’ creator marketing strategies.

How to do it right: 3 simple steps to effective product seeding

Step 1: Pick the right creators for your campaign: based on these 3 crucial questions

Picking the right creators (a process commonly referred to as creator or influencer seeding) is essential in ensuring your product seeding campaign produces the best results. You should answer the following three questions when selecting your creators to make sure you’re picking the right ones.

Question 1: does this creator match your brand’s DNA?

One way to build authenticity is to make sure that the creator you choose to represent your brand closely align with your brand’s DNA. When we say DNA, we means your brand’s mission, values, and aesthetic.

So, how do check this? First, use a natural language and visual AI search-powered creator evaluation tool to find relevant candidates and explore their previous content.

Does the look and feel of their content relate to your brand? Do they talk about similar brands in your industry? Have they created organic content featuring your brand before? Keeping these elements in mind when sourcing potential creators will empower you to connect brand advocates who are genuinely interested in your brand and will create gifted content that’s authentic.

Question 2: How has your potential creator performed overtime?

The next step is to measure the performance of a prospective creator to determine if they typically achieve positive results. You can use an intelligent creator evaluation tool to answer this question by evaluating whether their Engagement Rate and Earned Media Value (EMV) are consistently higher than the average for their content category.

If these metrics are consistent, its more likely that their audience will engage positively with gifted content from your product seeding activity, making them an ideal campaign candidate.

Question 3: Does your creator’s audience match your target market?

Understanding your potential creator’s audience is important. Ideally, you should pick someone whose audience matches your target market.

For example, if an creator’s audience is largely based in a country that your product doesn’t ship to or whose interests are not aligned with your product category, chances are you won’t drive enough ROI.

Step 2. Track and measure the performance of your chosen influencers 

Product seeding is an ongoing process and should be monitored regularly to achieve the desired results. To do this, you need to track and measure the performance of the creators you have gifted.

Tracking helps a brand determine which creators are performing well and which are not. Manually tracking is a long and arduous task which is why we suggest that you work with the right tool.

WeArisma’s reporting capabilities provide a visual insight into the performance of all the creators working with you on your product seeding campaign, featuring these key metrics and more:

  • Average Engagement Rate

  • Total engagement

  • Number of mentions

  • Number of followers

  • Earned Media Value (EMV)

Working with these metrics, you can quickly identify which platforms are contributing the most value to your campaign, helping you determine which platforms you may want to shift your focus to in future product seeding activities.

Our deep-dive platform tools and reports also give you insight into the performance (covering all metrics) of each piece of content published and shared by your creators. These metrics will help you quantify the value your partnerships bring to your campaign. They’ll also help you progress to third and final step of the product seeding process.

Related: How to write a good influencer brief: 7 non-negotiables

Step 3. Refine and repeat

Now you know how your creators are performing, you can use these insights to decide who you’d like to keep working with and those whose content doesn’t resonate with your audience.

Is one creator posting significantly less content featuring your products than others? Is another creator achieving a lower rate of Engagements in comparison to others working on your campaign? Use these insights to analyze your creator partnerships and product seeding initiatives to see what’s working – and what’s not.

Product seeding should be consistently evaluated to ensure that you’re getting the most out of your investment. Decisions that are backed by intelligent insights are the key to successful product seeding!

With these three essential steps, you can accurately track your campaign and content performance, allowing you to maximize the ROI of your product seeding strategy.

FYI: With the help of WeArisma, one cosmetic brand identified and rooted out 25% of their influencers who were not posting seeded products. The results? Engagement in related content tripled in six months!

Do you want to achieve similar results? Book a demo with our team and we’ll show you how our AI-driven creator discover and organic measurement features will elevate your creator marketing campaigns while proving your true value.

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