Seeding works when it runs as a system: a steady pipeline of creators, a budget split by tier, and a reason for creators to say yes. These guides cover cost, tiers, agency selection and why creators decline.
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Questions brands ask
How many creators does a US seeding program need?
More than most brands plan for. Beauty brands now seed around 1,000 creators per quarter rather than 50, because feeds reward volume and nobody can predict which video breaks out. Scale only works with curation for category fit. See creator seeding at scale.
What does creator seeding actually cost?
Free product is usually the smallest line. The real cost sits in sourcing, outreach, shipping and follow-up, which decide whether creators post. The cost structure and how to size a first US budget are in the seeding budget model.
Should seeding content be posted on the brand account or the creator's account?
On the creator's account. In his September 2026 ranking videos, Adam Mosseri said Instagram gives more reach to the account that made the original, so reposting the same clip on the brand account competes with it. See what Mosseri’s four videos mean for brands.
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