What is product seeding tactics?
The official definition of the term “product seeding” refers to the distribution of products in hopes of securing a promotional benefit and starting new trends.
Wait, what? Still confused? Don’t worry, we’ll explain it to you.
What is it all about?
Basically, it’s all to do with marketers and their ability to influence what consumers purchase.
This is called “borrowed equity”. In simple terms, borrowed equity explains how an endorsement from influencers can bestow special attributes and prestige upon a product.
Think of it this way: Calvin Klein underwear? Normal, nothing quite special about it. Celebrity Kendall Jenner endorses it? Suddenly, everyone is talking about it.
Likewise, influencer product placement is just as much about associating the product with the influencer’s image and persona to market the product.
Why use product seeding?
PRODUCT PLACEMENT IN SOCIAL MEDIA
As the advertising landscape becomes increasingly digitalised, social media platforms like YouTube, Twitter, Facebook and Instagram have become major avenues for product seeding opportunities.
For instance, famous YouTubers with millions of subscribers can often be seen wearing sponsored clothing using sponsored items.
WORKING WITH INFLUENCERS FOR FREE MARKETING
A common practice in the influencer marketing industry is sending products to an influencer in exchange for free publicity. When done right, this is a great way for a brand to market a product. This way, we’re sending a message that we value the influencers by giving them our newest products.
What’s wrong with product seeding?
CAREFUL CHOICE OF INFLUENCERS
Usually, the choice of influencers for endorsement is crucial. The brand must carefully select influencers who have a similar look and image associated with the brand. Also, the brand has to consider the influencer’s demographic as to whether the product is relatable to them. All these are of paramount importance when using product seeding tactics.
While this might be an easy way to market a product, it might not always be the correct way. Often, it lacks real ingenuity and sincerity behind it.
In fact, most of the time, there are no connections between the influencer and the products they are marketing.
In contrast, product seeding must be done so that consumers feel that they have viewed an authentic and real advertisement. This is the only way for marketers to truly advertise a product well.
RELEVANCE VS POPULARITY
When choosing endorsers, most marketers would look for the most popular individuals for product seeding. Nevertheless, this might not be the best way.
In other words, popularity does not equate to the best choice.
To advertise a product, relevancy of the influencer and their demographic is key to effectively selling a product.
Influencer product placement offers us, marketers, an exciting way to influence consumer-purchasing decisions.
If executed properly, it can offer a high-return, low-cost option for companies. However, it must be done right and well to ensure authentic experiences for both consumers and influencers.
At the end of the day, marketing is about selling a product well. Thus, a focused and relevant approach would be the best deliver a good return on investments.