Influencer gifting and product seeding
Our team and our AI agents run sourcing, outreach, negotiation, contracts, payments and tracking. The brief and every approval stay with you. You pay for a creator only when their post is live.
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The problem
Gifting breaks when it grows. These are the jobs that eat the week at 50 parcels and at 500.
Each creator needs to be asked, and each answer lands in a different place.
Somebody types every order into the store and copies the tracking number back.
A month later nobody can say which creators posted and which did not.
A great post appears, and you have no right to put it in an ad.
What it is
Gifting means sending product to creators with no fee, or a small one. It builds a wide base of posts and content.
The creator agrees to post or to make content in return for the product. Deliverables are written down.
You send product with no ask. Fewer creators post, and the ones who do mean it.
For creators who will not post for product alone. We send the product and pay a fee for agreed posts.
How it works
Our team and our AI agents run each step. You approve who gets the product.
We match creators in 6 hours. You choose who receives product.
Sup connects to your Shopify store to create each gifting order.
Addresses, delivery and replacements are handled by our team.
You see who posted, the views each post got, and the content you can reuse.
What you get
Gifting is the cheapest way to learn which creators and which messages work for your product.
Creators who receive the product and choose to show it.
Where the creator agrees deliverables, the usage rights are in the contract.
Who posted, and whose post got the most views. They are your shortlist for paid work.
Every parcel and every post in one place.
Our own numbers
For Moco Museum in London, Amsterdam and Barcelona, for the restaurant chain Curry Pizza House at its US restaurants, and for the skincare brand Nursem.
views on the creators’ posts
the longest programme, from its first post to its last
in creator fees. Each creator was given a visit or a meal
Sup's own reporting for Moco Museum and Curry Pizza House, read on 5 October 2026. Views are the public counts on each post.
Brands we have run campaigns for
Syncron
Hamburger Helper
Andros Sport
Air Wick
Two Birds Eggs
Elizabeth's Foods
Mingua Beef Jerky
Valley Pop Popcorn
Watermill Express
Moco Museum
Curry Pizza House
NursemAgencies: Common Good, Storm Studios, Dotaskly.
The campaigns
Both brands gave creators an experience in place of a fee: a museum visit or a meal. Each city and each restaurant ran as its own campaign.
London, Amsterdam and Barcelona
views
first post to last
Restaurants across the US
views
first post to last
Sup's own reporting, read on 5 October 2026. Views are the public counts on each post.
Real posts
The most viewed Instagram posts from Curry Pizza House and Moco Museum. Each one opens on Instagram.
Sup's own reporting, read on 5 October 2026. Views are the public counts on each post.
From our data
We read the creator posts that tag 240 brands and mark each one as gifted, sponsored, affiliate, partner or none. This is the share of each brand’s creator posts that were gifted.
| # | Brand | Gifted posts | Posts counted |
|---|---|---|---|
| 1 | IPSY | 44% | 610 |
| 2 | Garnier | 35% | 794 |
| 3 | Bloom Nutrition | 27% | 3,324 |
| 4 | CeraVe | 22% | 1,323 |
| 5 | Pixi Beauty | 19% | 1,299 |
| 6 | Armani Beauty | 18% | 3,333 |
| 7 | Sephora | 17% | 4,600 |
| 8 | YesStyle | 16% | 1,302 |
| 9 | Estée Lauder | 16% | 798 |
| 10 | Space NK | 15% | 795 |
How we counted: 429,681 public Instagram posts that tag these brands in the 12 months to 5 October 2026. Our classifier reads each caption and marks the post as gifted or not. When we checked 200 of its labels by hand, 12 were wrong. A post can tag more than one brand, so a brand can be counted on a post another brand paid for. Brands with fewer than 300 posts are left out. See all 240 brands ›
From our directory
Two London food creators from our directory. They are examples from our database, and they did not take part in the campaigns above.
📷 UGC Content Creator · 🧑🍳 X Chef | Restaurant owner · 📈 Marketing Agency Founder · 💌 email address | DM for enquiries
102K
Followers
11.7%
Engagement
10K
Avg views
Post categories
Cities
Countries
Email: Price: Email and price are available on a strategy call.
Unlock ›😋 Edible stuff by @secret.london. · ✨ Loud-mouthed Londoners sharing the best food and drink in the city. · 📸 Tag #EveryLastMouthful to feature!
65K
Followers
11.7%
Engagement
290K
Avg views
Post categories
Cities
Countries
Email: Price: Email and price are available on a strategy call.
Unlock ›Food creators in London ›Food creators in Los Angeles ›Beauty creators in the UK ›
The difference
Most brands run both. This is how they differ.
| Gifting | Paid posts | |
|---|---|---|
| What the creator receives | Your product | Your product and a fee |
| Who says yes | Smaller creators who like the product | Creators of any size |
| What is guaranteed | Nothing, unless you agree deliverables | The posts in the contract |
| Views against a normal video | 80% in our data | 69% in our data |
| Best for | Volume, content and finding your fans | Reach on a date you choose |
Who gains
A campaign touches more than the marketing team. This is what each person stops doing.
A steady flow of posts and content without a spreadsheet of addresses.
Orders are created in your own Shopify store, so stock and shipping stay in one system.
They know what they are being sent and what, if anything, is asked in return.
Is it right for you
We run every type of creator campaign, so we can say plainly when this one is the wrong choice.
350M
creators searched live on Instagram and TikTok
650+
brands and agencies
4.7
average Trustpilot rating
Case studies
Four campaigns, with the numbers their teams reported and the people who ran them. Each team did more with the same people.
Common GoodCPG agency · US · 20-person team
12 months.
“Sup has saved us hours and hours of pain and admin. We can now focus on the creative, winning new clients, and expansion.”
1 / 3Common Good
Pricing
Free to look around. You pay for a creator when their post is live.
We negotiate and collect quotes from creators. You approve the ones you like, and only pay each creator when their content is live or sent.
We take our fee from creators.
What each creator gets
No live post, no fee.
You approve every creator’s price before anything is booked.
A shortlist of creators within 6 hours.
Our team and our AI agents do each part. You approve each creator and each post.
Written by
Co-Founder and CEO of Sup. Updated .
Matt started Sup in 2024 with Hassan Munir. Before Sup he co-founded Storefront, the marketplace for booking pop-up retail space. Before that he worked at Goldman Sachs.
How this page was made. The product facts and the campaign terms on this page are Matt’s. The campaign figures come from Sup’s own reporting and signed contracts on 5 October 2026. Figures about other brands come from our database of public Instagram posts, and each one says how it was counted.
FAQ
What teams ask before they run gifting and seeding with us.
People use the two words for the same thing. Some use seeding for product sent with no ask, and gifting for product sent in return for a post. Sup runs both.
Sup connects to your Shopify store and creates the order for each creator you approve. Our team handles addresses, tracking and replacements.
Only if they agree to. Where a creator agrees deliverables, they are written in a contract. With no-strings seeding, nobody is obliged to post.
Yes, a little. In our data, a creator’s gifted videos get 80% of the views of their other videos, and sponsored videos get 69%. That is a first measure, from 479 creators for sponsored videos and 168 for gifted ones.
Yes, when usage rights are agreed with the creator. We put them in the contract.
When you need a post on a date, when you want a creator with a large audience, or when you want paid usage rights. In our own outreach, one in four creators who said no did so because they wanted a fee.
Campaigns start at about 10 creators. One gifting campaign, for Moco Museum in London, had more than 200 creators posting. We work with brands and agencies in any country.
Sup is $0 a month, with no subscription and no set-up fee. We negotiate and collect quotes from creators, you approve the ones you like, and you pay each creator’s approved price only when their post is live. On a UGC campaign you pay when you approve their content. We take our fee from creators, so the price you approve holds it. A gifting-only campaign pays $19 per gift as our fee.
Type in your brand's Instagram handle and we count the creators who post about you and about your five closest competitors. It takes about a minute and it is free. Or request a demo and we will show you this campaign on a brand like yours.
You do not need an account. We read public Instagram data only.
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