By Tatum Greig, Account Director at Billion Dollar Boy
Influencer gifting has been a staple in marketing strategies for years, offering brands a unique way to generate buzz and increase visibility without the direct cost associated with paid influencer partnerships. However, as the practice becomes more widespread and competitive, its effectiveness and potential pitfalls are under scrutiny. While gifting remains an important tactical tool for brands to foster relationships, generate organic content, and drive brand awareness, the question lingers over whether influencer gifting remains as effective a tool in the modern marketer’s arsenal, and if so, how can it be best leveraged in an ever-evolving industry landscape?
The role of gifting in influencer marketing
At its core, influencer gifting involves sending products to content creators in hopes that they will share their individual, genuine experiences and opinions with their followers, resulting in organic content generation. This method can be a cost-effective alternative to traditional paid influencer campaigns, allowing brands to reach new audiences without a significant financial investment.
However, gifting comes with its own set of challenges. One of the most significant is the lack of editorial control. Since the creators are not compensated, they have the freedom to express their honest opinions about the product, which could result in negative coverage. Moreover, there’s always the risk that a creator might share incorrect information about the product, as the content is not typically vetted by the brand before being published.
Despite these risks, when executed correctly, gifting can be an excellent way for brands to introduce new products and launch campaigns.
The sweet spot for gifting
Gifting is most effective when integrated into a broader influencer strategy, aimed at building genuine brand advocacy. For example, a brand could establish a long-term relationship with a creator through a series of paid posts, supplemented by thoughtful gifting. This approach not only strengthens the relationship between the brand and the creator but also fosters continuous brand affinity among the creator’s audience.
Alternatively, gifting can serve as an introductory gesture, paving the way for potential paid collaborations. However, brands must avoid falling into the trap of expecting continuous coverage from creators based solely on gifting. The reality is that unless the gift is unique, exciting, and relevant, both the creator and their audience may quickly lose interest, diminishing the effectiveness as a result of oversaturation.
Insights from creators: what matters most in gifting
To better understand creators’ perspectives on gifting, Billion Dollar Boy surveyed more than 500 content creators across the UK and US, asking advice on how brands can improve influencer gifting. The research revealed several key insights:
- Relevance of the Gift (37%): Creators emphasised the importance of receiving gifts that align with their personal interests and content themes. Sending irrelevant products not only wastes resources but also risks straining relationships with the creator. Additionally, marketers should make sure the gifted products compliment each other and tell the story the brand is trying to tell. To achieve this, marketers should consider aesthetics about how the products will look and whether the presentation will appeal to a specific influencer.
- Relationship Building (33%): Maintaining a strong relationship during the gifting process is crucial. Brands that invest time in building rapport with creators are more likely to see positive results from their gifting efforts. Personalisation of gifts is a really nice touch to show you’ve put effort into making each product individual to the creator. Considered community management is key here. Brands need to close the loop by interacting with posts, responding to audience comments and following up with the creator. This increases the likelihood of positive reviews and strengthens the relationship, opening the door to future collaborations.
- Creativity in Gifting (30%): In an oversaturated market, creativity is key to making a lasting impression. Unique and thoughtfully curated gifts are more likely to be featured in a creator’s content.
- Clear Expectations (29%): Setting clear expectations for the content partnership upfront can help manage both parties’ expectations. However, it’s essential to remember that content creation should be seen as a bonus, not a given.
- Sustainability and Waste Reduction (27%): Sustainability is increasingly becoming a priority for creators, with many opting to decline gifts that do not meet their eco-friendly standards. Brands must consider the environmental impact of their gifting, from the product itself to the packaging.
The future of influencer gifting
As we approach the peak Christmas season, brands need to rethink their gifting strategies to stand out in a crowded market. With many brands increasing their marketing spend during this period, creative and thoughtful gifting can help cut through the noise and generate authentic, organic content.
Ultimately, the effectiveness of influencer gifting depends on how well it is integrated into a broader marketing strategy. By focusing on relevance, creativity, sustainability, and relationship building, brands can optimise their gifting campaigns and achieve impressive results without the need for hefty budgets.
In a world where influencer marketing continues to evolve, gifting remains a valuable tool. When used wisely, it can turn creators into genuine brand advocates and drive long-term success.
