How to run a seeding campaign vs a paid campaign — when to use which?

Seeding vs paid — when to use each: Product seeding (gifting only): best for new brand launch where authentic reviews matter more than guaranteed reach. Target 20–50 nano/micro creators in your niche. Send product with zero obligation. Some will post, some won't. Those who do are genuine advocates. Cost: product COGS only. Timeline: 6–8 weeks for organic content to appear. Paid campaign: best for established products with proven consumer appeal. You control deliverables, timing, and message. Scale reach to a specific target. Hybrid (what most smart brands do): seed broadly with small product gifting to discover genuine advocates. Then identify top 3–5 organic advocates and convert them to paid partners. The paid content from someone who already loves your product is indistinguishable from organic.