Not all free gifts turn into influencer shoutouts. Without the right gifting strategies for influencer marketing, your product could end up unopened, unposted, or—worst of all—regifted. The truth? How to gift influencers isn’t as simple as sending a package and hoping for the best. It takes strategy, personalization, and the right influencers to make gifting campaigns truly work.
When done right, influencer gifting can build brand awareness, generate authentic content, and create lasting relationships with creators. This article will explore the most effective gifting strategies for influencer marketing, how to choose the right influencers, and common mistakes to avoid. Get ready to make your gifts impossible to ignore!
Why Gifting Works in Influencer Marketing
Sending free products to influencers has been a go-to marketing tactic for years. But not every gifted item turns into a glowing social media post. Without the right gifting strategies for influencer marketing, brands risk wasting time, money, and products on influencers who may not even acknowledge the gift.
So why do brands continue to invest in gifting? Because when done right, it’s one of the most cost-effective ways to get authentic exposure. Here’s why influencer gifting works:
1. Boosts Brand Awareness – Influencers introduce your product to their audience, often in a natural and engaging way. A single Instagram Story, TikTok, or YouTube mention can put your brand in front of thousands (or even millions) of potential customers.
2. Builds Trust and Credibility – Consumers trust influencers more than traditional ads. When their favorite creator genuinely enjoys a product, it feels more like a recommendation from a friend rather than a sales pitch. This trust can drive interest, engagement, and even sales.
3. Encourages Authentic Content – Unlike paid partnerships that may require scripted posts, influencer gifting allows creators to showcase your product in a way that feels natural to their brand. This makes their content more engaging and relatable to their audience.
4. Kickstarts Long-Term Collaborations – Not every brand-influencer relationship starts with a contract. Gifting is often the first step in testing the waters. If an influencer genuinely loves the product and shares it with their audience, they might be open to a long-term paid partnership in the future.
5. Generates Social Proof – User-generated content (UGC) is gold for brands. Even if an influencer doesn’t have a massive following, their content can be repurposed for marketing campaigns, website testimonials, or social media ads.
But here’s the catch. How to gift influencers matters just as much as what you send. A random product drop isn’t enough. Influencers receive tons of gifts, and if your brand doesn’t stand out, your product could be ignored or forgotten. That’s why strategic gifting is key.
Best Gifting Strategies for Influencer Marketing
When it comes to gifting strategies for influencer marketing, there are many ways to make the most of your gifts. The key is to use these gifts strategically to create long-lasting relationships, build brand awareness, and generate buzz. Here are some of the best gifting strategies that you can implement:
1. Gift-First vs. Paid Collaborations
One common question that arises when using gifting strategies for influencer marketing is whether to offer free products or pay for content. It all depends on your goals and the type of influencer you’re working with.
- Gift-First: If you’re working with micro-influencers or those who already align with your brand, gifting can be a way to start building a relationship without immediate financial investment. Often, influencers are happy to receive a free product and may create content naturally, without any formal contract.
- Paid Collaborations: Once you’ve built rapport through gifting, it might be time to offer payment for content creation. Paid collaborations can help further amplify your reach, especially if the influencer has a larger following or a high engagement rate.
2. Exclusive Influencer Kits
Everyone loves feeling special, and influencers are no different! Creating exclusive influencer kits can make your influencers feel like VIPs and encourage them to showcase your products in a more creative way. Include a variety of items, personalized notes, and special touches that reflect your brand. These kits can include limited-edition products, early access to new releases, or themed packages that match the influencer’s content. When influencers receive something exclusive, it heightens the excitement to share with their followers.
3. Surprise & Delight Campaigns
Sometimes, the best way to get attention is to surprise influencers with something unexpected. A Surprise & Delight campaign is an excellent way to stand out from the crowd. Send influencers a gift out of the blue, especially if they haven’t worked with your brand before. The surprise element creates buzz, and the influencer may feel more inclined to share the surprise with their followers. These campaigns can be particularly effective when tied to seasonal trends, holidays, or product launches.
4. Seasonal Gifting
Leverage seasonal gifting to tie your products to trends or major holidays. Think beyond just Christmas—consider gifting during other times of the year like Valentine’s Day, back-to-school season, or even special awareness months. This gives influencers fresh content opportunities that align with seasonal themes and drives timely engagement. Seasonal gifting can also help your brand stay top-of-mind during key moments of the year.
Next, let’s dive into how to gift influencers the right way so your brand gets noticed, appreciated, and shared.
How to Gift Influencers the Right Way
Sending gifts to influencers isn’t just about the product—it’s about making the right impression. Here’s how to make sure your gifting strategy works:
1. Target the Right Influencers
Choosing the right influencer is crucial. Look for those who align with your brand’s values and audience. Prioritize engagement over follower count to ensure your product reaches a receptive, active audience.
2. Personalize Your Approach
Personalized gifts go a long way. A handwritten note or customized packaging can make your gift stand out. The more tailored your approach, the more likely influencers are to share their experience.
3. Set Clear Expectations
While gifting is typically “no strings attached,” it’s still helpful to be clear about your intentions. Let influencers know if you’re hoping for a post or just to build a relationship. Keep the tone friendly and non-pushy to maintain a positive interaction.
4. Timing Matters
Send your gift at the right time—avoid busy periods for influencers, like product launches or holidays. Align your gifting with moments that are relevant to both your brand and the influencer’s content.
5. Follow Up Respectfully
A polite follow-up shows you’re engaged, but don’t pressure influencers for a post. A simple check-in or thank-you message is enough to keep the conversation going without overstepping.
Choosing the Right Influencers for Gifting
Effective gifting strategies for influencer marketing start with selecting the right influencers to work with. It’s not just about the size of their following, but how well their personal brand aligns with yours. Here’s how to choose the best influencers for gifting:
1. Match with Your Brand Values
The most important factor in choosing influencers is ensuring their values align with your brand. For example, if your brand is eco-friendly, look for influencers who prioritize sustainability. Authenticity is key—an influencer who genuinely believes in your product will have a much greater impact on their audience than one who just promotes anything.
2. Look for Audience Engagement
While follower count is important, engagement is even more critical. Influencers with a highly engaged audience are more likely to generate meaningful results from gifting. Check how actively their followers interact with their content. Do they get likes, comments, and shares? Influencers with strong engagement are a good choice for any gifting campaign.
3. Consider Niche Relevance
Make sure the influencer’s niche aligns with your product. For example, if you sell beauty products, look for influencers in the beauty, skincare, or fashion spaces. The more relevant the influencer is to your product’s niche, the more likely their audience will resonate with your brand.
4. Evaluate Content Quality
Look at the quality of the influencer’s content. Are their posts well-designed, creative, and visually appealing? If their content stands out and matches your brand’s aesthetic, it’s more likely that your gift will be presented in a way that enhances your brand image.
5. Check Their Previous Collaborations
Review the influencer’s previous brand partnerships. Have they worked with brands similar to yours? Are their collaborations successful, with high engagement and positive feedback? This can give you insight into how effective they might be at promoting your product.
You can find the perfect influencers for your gifting campaign by using platforms like Afluencer, where you can search based on interests, niche, engagement levels, and more. This makes it easier to connect with influencers who truly align with your brand and have the potential to create a lasting impact.
How to Ensure Influencers Actually Post About Your Gift
Once you’ve sent your gift, the ultimate goal is for influencers to share it with their audience. But how do you ensure they actually post about it? Here are some tips to increase the likelihood that your gift will make it onto their feed:
1. Make It Instagram-Worthy
A picture is worth a thousand words—and in the influencer world, a stunning photo can be worth even more! When gifting products, focus on making your gift Instagram-worthy. This includes unique packaging, beautiful branding, and eye-catching visuals that encourage influencers to share. If the influencer’s followers see that the gift is well-presented and high-quality, they’re more likely to engage. Think about including custom packaging or special unboxing experiences that will make the influencer’s post stand out.
2. Follow Up the Right Way
Once your gift has been delivered, a polite follow-up is essential. But don’t just ask, “Did you post?” Instead, check in with a friendly message thanking them for accepting the gift and asking how they liked it. A light reminder that you’d love to see their take on the product can go a long way without being pushy. Influencers appreciate thoughtful communication and will be more likely to share when they feel appreciated.
3. Offer an Incentive
Incentives can also be a great motivator for influencers to post about your gift. Whether it’s offering a discount code for their followers, an affiliate commission on sales they drive, or a future paid collaboration, giving influencers something in return for promoting your product can encourage them to create content. While gifting alone might be enough for some influencers, others may need a little extra push to turn that gift into a post.
Common Mistakes to Avoid in Influencer Gifting
While gifting strategies for influencer marketing can be powerful, there are common mistakes to avoid:
1. Sending Generic Gifts
Tailor your gifts to the influencer’s niche. Generic gifts won’t stand out, so make sure the items are relevant to their audience and personal style.
2. Ignoring the Influencer’s Content Style
Ensure your gift aligns with the influencer’s content. For example, sending fitness products to a beauty influencer won’t yield the best results.
3. Overloading with Product
Don’t overwhelm influencers with too much product. A single, thoughtful gift can often be more impactful than a large quantity of items.
4. Lack of Clear Communication
Set expectations upfront. Let influencers know if you’re hoping for a post or just want to send a thank-you gift.
5. Forgetting to Follow Up
A quick, polite follow-up after sending your gift shows you care and reminds the influencer to engage with your brand.
6. Ignoring Campaign Tracking
Track your gifting campaigns to see how influencers are engaging with your product. Ignoring this step can lead to missed insights and opportunities.
Mastering Gifting Strategies for Long-Term Influencer Success
Gifting can be a powerful tool in influencer marketing when approached thoughtfully. By focusing on personalization, clear communication, and tracking campaign success, you can build authentic relationships and boost brand visibility.
Remember, gifting strategies for influencer marketing are about cultivating long-term connections. Find the right influencers, send gifts that align with their content, and follow up with care. When done right, gifting strengthens your brand’s presence and fosters lasting partnerships.
For step-by-step details on how to send products effectively, check out our guide on How to Send Product to Influencers. If you’re an influencer looking to receive gifts, take a look at our piece on How to Get Free Gifts from Brands. Bring on the gifts!