Influencer gifting and product seeding

Influencer Gifting and Product Seeding, Run For You

Our team runs sourcing, outreach, negotiation, contracts, payments and tracking. The brief and every approval stay with you. You only pay creators for posts that go live.

  • $0 a month
  • Creators matched in 48 hours
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Trusted by 650+ brands and agencies

The problem

Sending product is easy. Everything around it is not.

Gifting breaks when it grows. These are the jobs that eat the week at 50 parcels and at 500.

  • Addresses and sizes

    Each creator needs to be asked, and each answer lands in a different place.

  • Orders by hand

    Somebody types every order into the store and copies the tracking number back.

  • Who actually posted

    A month later nobody can say which creators posted and which did not.

  • Content you cannot use

    A great post appears, and you have no right to put it in an ad.

What it is

Two kinds of gifting, and when to use each

Gifting means sending product to creators with no fee, or a small one. It builds a wide base of posts and content.

  • Product for content

    The creator agrees to post or to make content in return for the product. Deliverables are written down.

  • No-strings seeding

    You send product with no ask. Fewer creators post, and the ones who do mean it.

  • Product plus a fee

    For creators who will not post for product alone. We send the product and pay a fee for agreed posts.

How it works

From the creator list to the post

Our team runs each step. You approve who gets the product.

  1. Approve the creators

    We match creators in 48 hours. You choose who receives product.

  2. Orders through your store

    Sup connects to your Shopify store to create each gifting order.

  3. We track every parcel

    Addresses, delivery and replacements are handled by our team.

  4. We track every post

    You see who posted, the views each post got, and the content you can reuse.

What you get

What comes back from a gifting campaign

Gifting is the cheapest way to learn which creators and which messages work for your product.

  • Posts from real customers

    Creators who receive the product and choose to show it.

  • Content with rights

    Where the creator agrees deliverables, the usage rights are in the contract.

  • A ranked list of creators

    Who posted, and whose post got the most views. They are your shortlist for paid work.

  • A count you can trust

    Every parcel and every post in one place.

Our own numbers

Gifting campaigns we have run

For the ecom brand Nurson, the restaurant chain Curry Pizza House, and Moco Museum in London, Barcelona and Amsterdam.

creator posts for Moco Museum
128

creator posts for Moco Museum

views on those posts
1.2M

views on those posts

cities in one campaign
3

cities in one campaign

The Moco Museum figures are from its case study on this site.

Brands that have run on Sup in 2026: Hamburger Helper, Air Wick, Andros Sport, Syncron, Two Birds Eggs, Elizabeth's Foods, Mingua Beef Jerky, Watermill Express, Valley Pop Popcorn. Agencies: Common Good, Storm Studios, Dotaskly.

From our data

The brands with the most gifted posts

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.

#BrandGifted postsPosts counted
1IPSY44%610
2Garnier35%794
3Bloom Nutrition27%3,324
4CeraVe22%1,323
5Pixi Beauty19%1,299
6Armani Beauty18%3,333
7Sephora17%4,600
8YesStyle16%1,302
9Estée Lauder16%798
10Space NK15%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 ›

The difference

Gifted or paid?

Most brands run both. This is how they differ.

GiftingPaid posts
What the creator receivesYour productYour product and a fee
Who says yesSmaller creators who like the productCreators of any size
What is guaranteedNothing, unless you agree deliverablesThe posts in the contract
Views against a normal video80% in our data69% in our data
Best forVolume, content and finding your fansReach on a date you choose

Who gains

What changes for each person

A campaign touches more than the marketing team. This is what each person stops doing.

  • For the marketer

    A steady flow of posts and content without a spreadsheet of addresses.

  • For operations

    Orders are created in your own Shopify store, so stock and shipping stay in one system.

  • For the creator

    They know what they are being sent and what, if anything, is asked in return.

Is it right for you

When to run this, and when to run something else

We run every type of creator campaign, so we can say plainly when this one is the wrong choice.

This suits you if

  • Your product is easy to ship and worth showing
  • You want many small creators, not a few large ones
  • You sell through Shopify

Run something else if

  • You need posts on a fixed date: pay for them
  • Your product costs more to ship than a creator fee would be
  • You want large creators: most will not post for product alone

What to run next, on the same platform

See every campaign we run ›

  • 2.3M+

    creators in the database

  • 650+

    brands and agencies

  • 4.7

    average Trustpilot rating

Case studies

Before Sup. After Sup.

Four campaigns, the numbers their teams reported, and the people who ran them. Same team, more output — every time.

Common Good

Common GoodCPG agency · US · 20-person team

12 months.

Three internal campaign managers, reduced down to one — a $100k saving.

Admin hours per campaign
85 → 6Admin hours per campaign
Increase in campaigns per year, run by one person
32 → 61Increase in campaigns per year, run by one person
Expanded revenue created from greater capacity
$610,000Expanded revenue created from greater capacity
“Sup has saved us hours and hours of pain and admin. We can now focus on the creative, winning new clients, and expansion.”
Kelly ReedyCEO, Common Good Agency

1 / 3Common Good

Pricing

You carry none of the risk.

Nothing to sign up for and nothing to commit to. The only money that moves is the creator’s fee, and only once you’ve approved the post.

All in One

Pay per live post

$0/mo

  • $0 monthly fee
  • $0 retainer
  • $0 platform cost
Try for freeRequest a demo

We take our fee from the creator, and only after their post is live and approved.

What you get

Normal price

  • Software to search, contact and track creatorsNormal price: $500 a month
  • Sourcing, outreach and rate negotiation, done for youNormal price: $7,500 a campaign
  • The admin your team does today: briefs, chasing and trackingNormal price: $80 a creator
  • Your Audit Report: a full audit of your brand against your marketNormal price: $900
  • Your Winning Videos Report: the formats and hooks that win your marketNormal price: $450
  • Your Market Dataset: competitors’ ads, posts and creator posts, with viewsNormal price: $600
  • Contracts and usage rightsIncluded
  • Creator payments and taxIncluded
  • Tracked links and promo codesIncluded
  • Live dashboard and end-of-campaign reportIncluded
  • Unlimited seats for your teamIncluded

Your price: $0 a month. You pay only for posts that go live.

  • Nothing is booked until you approve the creator’s price.

  • No creators you’d book, no fee.

  • The Better-Rate Guarantee: better rates than yours, or we waive our fee.

Execution Partner: you brief, we run itFull Service: we run it all

Five new teams a month.

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FAQ

In case you missed anything.

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. Our largest so far had 20. We work with brands and agencies in any country.

  • Sup is $0 a month. There is no subscription and no set-up fee. You agree a campaign budget, our fee sits inside it, and you pay creators only for posts that go live.

See how many creators post about you and your competitors

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.

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You do not need an account. We read public Instagram data only.