In the dynamic landscape of digital marketing, the practice of sending free products to influencers—often termed influencer gifting—has emerged as a cost-effective strategy for brands to generate authentic content and build genuine relationships. This approach differs from paid promotional campaigns, as it operates on the principle of gifting rather than contractual obligation. For content creators, receiving these products can be a valuable opportunity to review new items, share experiences with their audience, and collaborate with brands they admire. This article explores the mechanics, strategies, and practicalities of influencer gifting, drawing exclusively from provided source material to offer a clear, factual overview for both brands and influencers operating within the UK context.
Influencer gifting is a marketing tactic where companies provide free products to selected influencers with the objective of encouraging them to use the items and share their positive experiences with their followers. This method is cost-effective, as it typically involves only the cost of the product, packaging, and shipping, without direct financial compensation to the influencer. The trade-off is the potential for organic promotion, which may manifest as unboxing videos, social media stories, or detailed product reviews. While influencers are under no formal obligation to promote the gifted product, there is often an implied expectation. The success of a gifting campaign is measured through metrics such as awareness (comparing the cost per mille to other tactics), engagement (comparing the cost per engagement), and content creation (evaluating the cost and effectiveness of influencer-generated content against in-house production).
The Strategic Value of Influencer Gifting
For brands, the appeal of influencer gifting lies in its ability to spark organic conversations and generate authentic user-generated content. Unlike traditional advertising, gifting can foster long-term relationships with creators who genuinely resonate with the brand. A notable example from the source material is the Australian brand Triangl, whose founder, Erin Deering, successfully garnered publicity from Kendall Jenner by initiating contact through Instagram messages to arrange influencer gifting. This case underscores the potential for significant visibility when a strategic approach is employed.
The return on investment (ROI) for influencer gifting can be substantial. Brands can gauge effectiveness by measuring three key outcomes: 1. Awareness: Assessing the cost per mille (CPM) of the gifting campaign against other awareness tactics. 2. Engagement: Comparing the cost per engagement (CPE) to other engagement strategies. 3. Content Creation: Evaluating the cost and quality of influencer-generated content versus other sources like in-house production or professional photo shoots.
It is important to note that influencer gifting is distinct from product seeding. While both involve sending free products, gifting focuses on building relationships and organic promotion, whereas seeding is often aimed at broader, more immediate exposure. For brands considering this strategy, it is most effective for products that are visually appealing, have a strong story, or can be easily integrated into an influencer’s existing content style.
A Step-by-Step Guide for Brands: How to Send Free Products to Influencers
Successfully gifting products to influencers requires a structured approach rather than a scattergun method. The process involves careful selection, personalised outreach, and logistical efficiency.
1. Identify and Research the Right Influencers
The foundation of a successful gifting campaign is selecting influencers whose niche, audience, and content style align with the brand. Brands should research potential partners by reviewing their past content, engagement rates, and previous brand collaborations. Sending a random product to an influencer whose content does not align with the item is likely to be ineffective. For instance, sending a complex 10-step skincare kit to a minimalist skincare influencer may not be as well-received as a simple hydrating serum. Tools like Impulze.ai can assist brands in accessing influencer contact details and tracking outreach efforts.
2. Craft Personalised and Effective Outreach
Once suitable influencers are identified, brands should initiate contact with a concise, friendly message. Avoiding lengthy formal emails is recommended. The message should clearly state the offer of a free product and be personalised to show genuine familiarity with the influencer’s work. For brands using Shopify, the process of manually collecting sizes and addresses via direct messages can be cumbersome and unscalable. To address this, a Shopify app called Influencer Gift Form has been developed. This tool allows brands to send a link to an influencer, who can then select a product and enter their shipping details, automatically creating a $0 order within the Shopify system. This streamlines the process and maintains a professional, branded experience.
3. Curate High-Value, Relevant Products
The product itself is central to the campaign’s success. Brands should send items that are relevant to the influencer’s interests and their audience’s preferences. Providing options for the influencer to choose from can increase the likelihood of them accepting the gift and creating content. The gift should be thoughtfully packaged to create an unboxing experience that encourages sharing on social media platforms like Instagram Stories or TikTok.
4. Manage Logistics and Tracking
Efficient logistics are crucial. Brands must have a reliable system for managing shipping addresses and tracking deliveries. For influencers, platforms like Afluencer provide a dedicated dashboard where they can manage their shipping addresses (up to five different ones) and track incoming gifts. This simplifies the process for creators and ensures brands have the correct information. Brands should also establish a method for tracking which influencers have received products and whether any content has been generated, allowing for performance analysis.
Practical Steps for Influencers: How to Receive Free Products
For content creators in the UK, accessing free products from brands involves a proactive and organised approach.
1. Establish a Professional Profile
Influencers should create a comprehensive profile on relevant platforms. For example, on Afluencer, influencers can sign up for free, complete their profile, and add up to five shipping addresses, including a phone number for delivery updates. A well-curated profile acts as a digital resume, showcasing the influencer’s niche, audience demographics, and content style to potential brand partners.
2. Actively Seek Opportunities
Influencers should not wait for brands to approach them. They can research brands that align with their content and reach out directly. A key strategy is to look for brands that the influencer genuinely uses and believes in, as this authenticity resonates with followers. When contacting brands, a concise and friendly message is more effective than a lengthy pitch.
3. Leverage Influencer Platforms
Platforms like Afluencer are invaluable for discovering gifting opportunities. Brands frequently post "Collabs" seeking influencers for product gifting campaigns. These Collabs are described as a "goldmine for free gifts." Influencers should regularly browse these opportunities, review the brand’s requirements, and apply to relevant campaigns. The platform facilitates the entire process, from application to shipment tracking, making it easier for creators to manage multiple gifting relationships.
4. Understand the Implied Expectations
While there is no contractual obligation to post about a gifted product, influencers should understand the general etiquette. Most brands expect some form of organic mention if the product is well-received. Influencers should only accept products they are genuinely interested in, as this will lead to more authentic and engaging content for their audience. Transparency with followers about receiving a gifted item is also a common practice in the influencer community.
Considerations and Best Practices
Both brands and influencers should be aware of certain nuances in the gifting process.
- No Guaranteed Promotion: Brands must accept that influencers are under no obligation to post about the gift. The strategy is built on the hope of organic promotion, not guaranteed coverage.
- Geographic Restrictions: The provided source material does not specify geographic limitations for influencer gifting programmes. Brands and influencers based in the UK should confirm shipping capabilities and any regional restrictions directly with each other or via platform terms.
- Cost Implications for Brands: The cost for brands includes product cost, packaging, and shipping. These costs should be factored into the campaign budget and evaluated against the potential ROI from awareness, engagement, and content.
- Scalability: For brands sending gifts to multiple influencers, manual processes can become unmanageable. Utilising tools like the Influencer Gift Form app for Shopify or platforms like Impulze.ai can significantly improve scalability and efficiency.
Conclusion
Influencer gifting is a potent marketing tactic for brands seeking authentic engagement and user-generated content, offering a cost-effective alternative to paid promotions. For influencers, it provides access to new products and collaboration opportunities. Success hinges on strategic alignment between brands and creators, personalised communication, and efficient logistical management. By following the structured approaches outlined—from thorough influencer research for brands to proactive profile management for creators—both parties can leverage gifting to build meaningful relationships and achieve their respective marketing and content goals. The key is to view gifting as a relationship-building exercise rather than a simple transaction, fostering genuine partnerships that benefit the brand, the influencer, and ultimately, the consumer.