An Emerging Brand Takes the Time to Educate Influencer Partners
Seed is changing the game in supplements and influencer marketing. The emerging DTC brand is pioneering the field in synbiotics (pre and probiotics). Like many brands in the wellness space that are exploring influencer marketing, Seed not only understands the deep value that influencers provide but also the higher stakes involved when leveraging them for products affecting consumer health. That said, Seed is taking influencer authenticity and education to the next level with unparalleled initiatives like Seed University. We were inspired to strike up conversation with Co-CEO and Co-Founder, Ara Katz, to learn all that the company is doing.
ACTIVATE: Tell us about Seed and how the company and mission began?
Seed: Seed is a consumer life science company pioneering applications of bacteria to improve human and planetary health. We develop a pipeline of scientifically-validated probiotics and consumer innovations, to bring much-needed precision, efficacy and education to the global probiotics market. Our ecological R+D division, SeedLabs, also explores how bacteria may solve some of our most pressing environmental challenges. I was introduced to Raja, my co-founder, by a mutual friend when I was pregnant. My pregnancy and breastfeeding experience, paired with our mutual fascination with the microbiome (especially its critical impact during infant development) prompted the question ‘how can we set up a child for a healthy life?’. One question led to many around the possibilities of the microbiome — how bacteria will impact the health of ourselves and our planet — and culminated in a shared vision to set a new standard in consumer health. With our combined experience — Raja with his unique expertise in translating scientific research for product development, and mine in technology, e-commerce, and consumer brands — we soon realized the potential to expand our vision. We have assembled leading scientists in the field and have built a platform that translates leading science into some of the most sophisticated and rigorously tested probiotics and prebiotics globally. We also share a mission to educate, which is expressed in everything we do — from our Instagram to our partnerships. We believe too many products and too much information marketed to us take advantage of what consumers don’t know or don’t understand. This is especially true when it comes to probiotics because the term isn’t regulated. We’ve set out to reclaim probiotics for science — not only with our products, but with our deep commitment to education and stewardship of science communication.
A: Health and wellness are at the forefront of the consumer mindset like never before. How do you think social media has played a role in this tremendous growth?
Seed: The rise of social media has allowed us to connect with one another and share information with more immediacy than ever before. But it has also meant that being an expert no longer requires training, a certificate, or a degree — all you need is a social media account and an audience. The result? Evangelism that outpaces evidence every day. ‘Wellness’ has exploded — propelling a category filled with misleading messaging, questionable products, hyperbolic claims, and a shift away from science. Misinformation, confounded by confirmation bias, spreads faster and deeper than truth — and this means misguided choices and misspent dollars that have the potential to compromise health.
A: What is it about influencers that makes them valuable in Seed’s eyes? Additionally, when selecting influencers, what do you look for with regards to casting?
Seed: At Seed, we believe that each one of us is an influencer with a platform — whether we interact with an audience of 1, 10, or 10 million, we each have the power to impact someone’s beliefs, behaviors, and actions, for better or for worse. Since we launched Seed, we’ve had many in our community reach out to partner, but we wanted to consider how to work with influencers in a way where we could ensure accountability When social platforms are so vulnerable to misinformation, we asked — how can we create an antidote? For us, everything starts with learning — we look for curiosity, integrity, a willingness to learn, a passion to educate, and a deep sense of accountability. In the application to our partner program, we ask all potential partners to pledge to co-create a future of ‘accountable influence’, to live more scientifically, and to commit to a practice of learning and questioning. In a sense, our partners self-select for these attributes. We also think about the diversity of our community — the face of wellness and health has continued to feel inaccessible and non-inclusive. We believe deeply that this must evolve and look for partners of all ages, shapes, colors, genders, and backgrounds.
A: Influencers are known broadly as creatives. In activating them, does Seed emphasize the science and research, the art of content creation, or both?
Seed: We’re as deeply committed to the translation of science as we are to the science itself (whether through art or music or poetry or rap or a science fanny pack). @SeedUniversity — our partner education platform built entirely on Instagram to empower informed and accountable partners — reflects our commitment to education and stewardship of how science is communicated, as well as our belief that better information leads to better choices and better health. By arming our partners and affiliates with this foundational science knowledge (as well as a primer on the rules of engagement per the FTC), we hope to inspire a love for science and empower partners with the tools to be creative with the content they share, while authentically representing the science and research that we stand for as a company.
A: Wellness is exploding in the influencer community right now. How do we strike a balance between creators as influencers and creators as experts?
Seed: These points of differentiation are tricky, as many individuals who influence for a living are also experts in their fields, with degrees and certifications to back it up. But, on the flip side, being perceived as an expert no longer requires expertise. We believe it’s less about balance, and more about collective accountability. If each one of us went to post something each day with the intention of spreading factual information and informing ourselves before potentially misinforming others, the platform as a whole would thrive.
A: Do you feel brands in the wellness space need to take more responsibility for misinformation that can be dispersed by influencers or is it influencers that should take more responsibility to research products before partnering with brands?
Seed: We believe the onus of accountability is as much on us, as a company, as it is on the influencers, affiliates, ambassadors, partners, and amplifiers we work with. We set out to create a resource that would not only empower our partners in their collaboration with Seed, but also with other brands. We hope that @SeedUniversity serves as a call to action for all of us to raise the bar in how we communicate on social media (for example, the final unit dedicated to translating the FTC’s Endorsement Guide — when, where, and how a partner must disclose a financial relationship with a brand clearly and conspicuously). We hope this program will inspire anyone who partners with brands, regardless of whether or not they partner with us, to ask questions and hold themselves accountable. We also encourage any company inspired to implement an #accountable program of their own to connect — we’re happy to open-source our learnings.
A: Seed is not taking the charge to distribute credible information lightly. Tell us a bit about Seed University and what it seeks to do?
Seed: As we set out to cultivate our partner program, we knew it was critical that we make education and learning a core component. We built @SeedUniversity in an effort to rewrite the rules of engagement on the very platform where we peddle lip gloss, detox teas, and now even medical devices (often without disclosure, much less evidence), and proposed the hypothesis: If we incentivize learning, can we inspire #accountability? If we can’t change the platform, could we change how it’s used?
A: How can interested influencers apply? What does the process entail?
Seed: Seed University is open to the public for learning on Instagram, 365 days a year, 24/7. Those curious to partner with Seed may apply at seed.com/seeduniversity. After submitting an application, our Dean of Seed University (aka Director of Community + Partnerships) will reach out with next steps to complete @SeedUniversity on Instagram, pass the final exam, and graduate with leveled up nerd status before setting up tracking links.
A: Creators are compensated interestingly in the Seed influencer program as well? What inspired this method (incentivization)?
Seed: At Seed, we incentive learning. In order to earn an affiliate commission, we ask all of our partners to learn something first. We’ll also be introducing a learning-based perks program — ‘Learn more, earn more’ — that will offer our partners ‘extra credit’ assignments to earn perks for themselves (like higher commission tiers) and their communities (like special offers or limited edition merch).
A: After the launch of the program, what’s next on the horizon for Seed?
Seed: We’re excited to have a new avenue through Seed University to engage partners around the various areas of our work. We recently announced the first biotechnology company out of our Seed Health foundry, LUCA Biologics, which develops living medicines targeting the vaginal microbiome for urogenital and reproductive health (starting with recurrent urinary tract infections). We’re gearing up to launch an exciting citizen science initiative, and will have some promising updates on how probiotics could save the honey bees to share soon. Come with us @seed.
Many thanks to Ara Katz, Raja Dhir, and the team at Seed.