What is a Seeding Brief?

What is a Seeding brief?

A Seeding brief is built for product gifting at scale. You send gifted product to a group of creators, and in exchange they post about it on their social channels — the modern version of sending out PR boxes, run inside Cohley.

Seeding briefs are product-only (there’s no creator payment) and support Instagram, TikTok, and YouTube posts. They’re designed to run with very little manual work: Finn accepts creators for you, and content is cleared to post automatically once it passes AI Asset Analysis.

Deciding between brief types? See How do I choose the right brief?

How a Seeding brief is different

To keep seeding lightweight, a few things work differently than they do in UGC, Influencer, or Professional briefs:

• Finn accepts creators for you. You set how many creators you want and describe who you’re looking for. After your apply-by date, Finn automatically accepts matching creators — up to the number you chose. There’s no Applicants tab and no manual vetting step.
• There’s no chat with creators. You’ll still see automated updates from Cohley inside the brief, but direct messaging between you and the creator is turned off for Seeding briefs.
• AI Asset Analysis is automatic — and so is posting. Every submission is scanned against your non-negotiables. When content passes, the creator is cleared to post. You don’t approve each asset, and you can’t send change requests in a Seeding brief. You can always view what was flagged. (More on Non-negotiables and AI Asset Analysis.)

Paying for product

Seeding briefs don’t include creator compensation. If a creator purchased the product themselves, you can reimburse them for the product cost. Reimbursements are sent per creator through Finn’s reimbursement flow — there’s no upfront budget to set.

Measuring results

Performance for Seeding posts shows up just like your other briefs: organic post performance for Instagram and TikTok is available in Social Performance. YouTube posts are supported, but aren’t measured in reporting yet

Ready to set one up? 

See How to run a Seeding brief.