Part of our Trends series, IDLer Bryan Humphreys talks seeding kits as the medium of the moment in brand marketing. A well placed seeding kit harnesses the power of social media to create a sense of exclusivity and excite a set of target consumers via an influencer who has an authentic, credible connection to a brand.

A viral "unboxing" post by an influencer has the power to seed a product story to a massive yet targeted group of consumers, often at a lower price tag and with higher impact than traditional forms of marketing or advertising.