For brands and e-tailers,influencer marketing is nothing new. Lately, it’s been described as the subtle art of the well-thought-out gift. Indeed, before the discovery of a product staged from every angle, there’s a well-thought-out strategy: that of seeding and gifting.
For e-commerce brands, these two approaches are like two sides of the same coin: one seeks to create a natural bond, the other to structure collaboration. But how can gifting and seeding be used intelligently?
Casaneo, which has specialized in affiliate marketing for over 10 years, tells you all about these two approaches and how to make a success of your campaigns to send products to influencers.
Seeding vs gifting: two approaches, two objectives
Indeed, before getting to the heart of the matter, it’s important to understand the link, the difference and the importance of these two approaches. Although they are distinct, they share the same objective: to engage influencers.
Seending to boost organic growth
Seeding is the art of giving without expecting anything in return. You send a product, you hope for a nice surprise, and sometimes it snowballs.
Its objective? Encourage organic publications and build relationships with influencers.
Seeding is :
- A more organic strategy, with no explicit expectations
- A broader base of targeted creators to create a viral buzz
- An effective approach for launches and seasonal campaigns.
Gifting: a more targeted and controlled strategy
Influence gifting, on the other hand, is more calibrated. We send gifts, of course, but we expect something in return. It could be a story or a post on social networks.
Gifting:
- Requires a structured, often contractualized approach(product vs. content).
- Mostly adopted by brands (54.8% prefer barter agreements).
- Is a strategy that can generate up to 90% success when well executed.
- Takes about 8 weeks from initial contact to publication.
Tip: You can adopt both strategies. Start with seeding to initiate the relationship, then ramp up with gifting for a broader marketing campaign.
Why should e-tailers focus on these strategies?
Seeding and gifting aren’t just advertising stunts. They’re real levers of awareness, credibility and commitment! Given that traditional advertising is increasingly perceived as intrusive, these approaches play thehuman card, the real card, thepersonal story.
With the seeding product, your brand can :
- Create a natural first contact with an influencer
- Test adhesion without constraint, and often with surprises
- Generate long-term advocacy and an organic ambassador base.
With gifting, your online business can :
- Adding value to a product in a controlled creative environment
- Reach an engaged audience with a controlled message
- Reinforce your brand image with quality content
- Building lasting partnerships.
Tip: Use seeding for launches or favorite products, and gifting for the mainstays of your catalog.
What strategy should you adopt to achieve your goals?
So far, you may still be wondering which of these two strategies is best for your e-commerce business.
The choice between seeding and gifting depends on several factors, including :
- Your budget: seeding is more affordable and scalable
- Your influencer marketing maturity: gifting needs guidance
- Your objective : brand awareness, brand image, sales?
As mentioned above, you can use either approach.
- For the initial seeding wave, identify creators in affinity with your values and provide them with clear information, without requiring publication.
- Set up a follow-up gifting program. Target creators who have published spontaneously and turn them into long-term partners through structured gifting.
- Establish a calendar with complete campaign cycles. For example, 2 to 3 weeks for contact and negotiation, and another 2 to 3 weeks for shipping and product copy.
Strategic tip: Create a funnel mix. Start broad with seeding, refine with targeted gifting.
How to gifting successfully?
Of course, every strategy requires careful implementation. When it comes to sending a gift to an influencer, remember one thing: the devil is in the details! A poorly presented gift or one sent without context can quickly end up at the bottom of a drawer.
Also, before sending a gift :
- Look after the packaging. A “wow” unboxing is worth its weight in gold.
- Add a sincere, personalized handwritten note
- Prepare a clear brief (tone, expected visuals, mandatory information)
- Include a performance tracking tool (promo codes, tracked links).
Centralize your campaigns and optimize your tracking with Casaneo.
How to maximize the impact of a seeding campaign?
When it comes to seending, we often mistakenly think of it as “throwing bottles into the sea”. But no! A good seeding campaign is prepared like a fine recipe:
- Ask influencers for theirconsent before sending (politeness + consent)
- Personalize shipment (message, gift, wink)
- Track (even informal) spin-offs: likes, mentions, comments.
For a seeding campaign, the choice of product is also very important. Here, we give priority to best sellers, new products and seasonal offers.
Tip: Keep a database of influencers who have reacted positively. They’ll be your loyal allies for future campaigns.
Measure results: analysis is the key to profitability
As the saying goes, what can’t be measured can’t be improved. A well-crafted gifting or seeding product campaign must be accompanied by rigorous follow-up.
Keep a close eye on key indicators such as :
- The number of publications, stories and mentions
- Engagement (likes, comments, shares)
- Traffic to your site
- Conversion rate and sales via affiliate link or promo code.
You can use spreadsheets, much appreciated by over 60% of marketers, or exploit specialized platforms, increasingly used to take things a step further.
Why not leave it all to Casaneo?
With Casaneo, you’ll master the art of turning a simple package into a viral experience, a shipment into an authentic link, a strategy into a success.
We can help you set up your seeding and gifting operations, from targeting influencers toanalyzing the impact.
Thanks to our expertise, you save time, avoid classic mistakes (ghosting, inaccurate targeting, poor timing) and maximize every euro invested. But most importantly: you create lasting relationships with designers who will make your brand shine!
Join us today!
