How to use product placement (without being totally cringe)

How do we feel about product placement?

It has always been so funny to me.

I can’t tell you how much I love watching an early 2000s music video and seeing awkward, glaringly obvious placed products – to the point where it’s almost obnoxious.

The worst example (or best) was Avril Lavigne opening her 'Rock N Roll' video with the line, 'Oh, my Sony phone is ringing.' Even the CEO of Sony would never say that sentence out loud.

This kind of glaringly obvious product placement isn't something we see much these days. That's probably because it kind of takes the viewer for an idiot.

Like, ‘Is it that you think I’m so stuck on the teat of the giant boob of capitalism that I just see and buy?’

Now, product placement has returned, but it's had a makeover. 

It no longer SCREAMS at you. It’s subtle, chic, and seamless.

Ever scroll through TikTok and spot an influencer casually sipping a branded drink while they rant about something? That’s product placement done right.

It’s a sneaky integration of products into influencers’ content that makes you want the product without realising you’ve been influenced. And it can be a game-changer, which is why more and more brands are catching on.

So, how do we use product placement in a way that feels natural?

You know, without being a product placement monstrosity like 'Mac and Me'?

Brands are increasingly skipping the 'swipe-up-for-a-discount' spiel. Instead, they're opting for using influencers, who weave products into their content in a way that feels authentic.

Instead of interrupting their audience with a hard sell, they’re casually using a product like it’s just part of their daily routine.

And honestly? It works. Consumers are way more likely to engage when the product feels like a natural part of the content rather than an obvious ad.

Because it feels like a discovery moment, piquing interest and leading the audience to go out and actively seek that product.

Who’s doing product placement right?

Beauty bloggers, of course.

We’ve all seen GRWM content where they’re just vibing, blending eyeshadow, and oh look, they’re using that foundation.

But it doesn’t feel pushy. They aren’t telling you to buy it—they’re just using it because they love it.

And now you want it, because they’re convincing you without being salesy. Brands like Fenty Beauty have nailed this approach, with influencers like Jackie Aina incorporating their products into everyday content.

Lifestyle influencers do it, too.

Whether they’re walking through a farmer's market or showing off their weekend brunch, the products they use just appear in the frame.

Starbucks, anyone? It's as if the iced latte just happened to be in the shot, but you and I both know it’s a well-placed product moment.

And yet, it doesn’t feel forced. You’re drawn in because it looks real, like something you’d do yourself.

(Except if it were me, it probably wouldn’t be Starbucks.)

So, how can brands do product placement the right way?

Here’s the trick—if you're using influencers, trust them.

Give them the freedom to integrate your product in a way that feels natural for their content. When it feels genuine, it works. No one wants to see a scripted ad break. Let them incorporate the product in their everyday lives, and that authenticity will shine through.

It’s not about working with the influencer who has the most followers—it’s about finding the one who already fits your brand.

If you’re selling eco-friendly fashion, work with someone whose audience cares about sustainability. If it feels like a good match, the product will slip into the content effortlessly.

The best product placements are the ones that show how a product perfectly integrates into someone’s lifestyle. A fitness influencer isn’t just drinking your protein shake—they’re drinking it after a workout, in a way that feels like part of their regular routine. It’s this kind of placement that makes their followers think, 'I could use that.'

The bottom line: people trust people.

It’s no secret that consumers are so tired of poorly placed ads.

When they see a product casually mentioned by someone they follow and trust, it feels more like a recommendation from a friend. It's gentle. Kind, even. And far easier to adopt than a pushy sales pitch.

Because here’s the thing—even those most susceptible to the devilish charm of marketing know when they’re being sold to. And when it's blatant and tactless, it feels almost like a cheap date.

Like, if you expect that to work, what do you think of me?

At least buy me dinner first.

-Sophie, Writer