Seeding
Creators receive your product after agreeing to it beforehand. They decide for themselves whether and how they talk about it. This costs little, but the number of posts cannot be guaranteed.
For brands
Your product in the handsof the right creators.
We send your product to creators from our network whose community fits it, and ensure honest tests and placements in videos and streams. We handle shipping, coordination and ad disclosure. Prices start at €1,500 net.
What product placement and seeding mean
With seeding, selected creators receive your product to try it out and tell their community about it. With a product placement, it is agreed that the product will appear in a specific post or stream, often in return for a fee.
Both formats are suitable if you want to start with a smaller budget, raise awareness of a new product or find out which creators and communities respond best. The results help you choose for a later, larger campaign.
Three ways to place your product
Product test
Creators test the product over an agreed period and report on their experience in one or more posts. Content and timing are agreed in advance.
Placement in videos and streams
Your product appears in a specified video, Reel or stream, for example in a streamer's setup or a morning routine. Scope, date and fee are set out in the contract.
How seeding works
- 01
Selection
We propose creators whose topics and community match your product and check that their reach is genuine.
- 02
Asking the creator
We ask every creator in advance whether they would like the product. That way nothing ends up with someone who does not want to use it.
- 03
Shipping
You provide the products, we organise shipping to the creators and keep track of what has arrived where.
- 04
Test and publication
The creators try out the product and publish their posts, disclosed as advertising.
- 05
Evaluation
You receive an overview of all posts with reach, interactions and, where available, clicks and redeemed codes.
Even a free product makes a post advertising
Under German law, a product provided free of charge is generally considered consideration within the meaning of § 5a (4) of the Act against Unfair Competition (UWG). If the shipment is also tied to a condition, such as an agreed post, the post is clearly advertising and must be disclosed. We therefore have every post resulting from seeding or a placement disclosed as advertising. This is not legal advice.
What product placement and seeding cost
| Product placement and seeding | from €1,500 |
| Agency fee on creator fees | 20% on creator fees, at least €500 per campaign |
| Products | provided by you |
| Artists' social insurance levy (Künstlersozialabgabe) | 4.9% on fees (2026), paid by the client |
All prices are net, plus statutory VAT. Whether creator fees apply depends on the format and is stated in the quote.
What you provide for seeding
- the products in the agreed quantity, ready to ship or for onward shipping
- brief product information: what it does, who it is for, what it costs
- discount codes or links per creator, where applicable
- statements creators must not make, such as health claims for cosmetics
FAQ
Frequently asked questions
What does product placement with FNLY Agency cost?
Product placement and seeding start at €1,500 net. If creator fees apply, an agency fee of 20% on the fees is added, at least €500 per campaign. You provide the products.
What is the difference between seeding and product placement?
With seeding, creators receive a product and decide for themselves whether to talk about it. With a product placement, it is contractually agreed that the product will appear in a specific post or stream, usually in return for a fee.
Does a post about a gifted product need to be disclosed?
Generally, yes. A product provided free of charge counts as consideration, and if the shipment is tied to a condition, the post is advertising. We have every post resulting from seeding disclosed as advertising.
How many posts does seeding generate?
With pure seeding this cannot be guaranteed, as the creators decide freely. If you need a fixed number of posts, choose a product test or a placement with a contract.
Who takes care of shipping?
We organise shipping to the creators. You provide the products, and we keep track of what has arrived and which posts have been published.
Can products also be placed in Twitch streams?
Yes. Our network focuses on Twitch, and products such as drinks, snacks, tech or furniture work well on stream. The stream is then disclosed as advertising.
Product placement & seeding
Who should test your product?
Send us a few details about your product and your target audience. We will propose suitable creators and a budget.