How to get started with influencer gifting
Need a cost-efficient way to grow your brand? Here’s how to use influencer gifting to drive awareness and sales.
When Australian sunblock brand We Are Feel Good Inc launched in 2015, they sent out frere samples to surfers who helped spread the word.
“Our co-founder and ex-professional surfer Jake Paterson had a significant network of professional surfers and athletes that we gifted products to from the get-go,” says We Are Feel Good Inc. marketing manager Carly Horncastle. “This gave us fantastic coverage from the very start.”
Today, that informal gifting approach has evolved into a structured and critical part of the brand’s marketing strategy.
We Are Feel Good Inc. sends products to influencers every month, often coinciding with key dates such as Christmas or Skin Cancer Week.
“We find influencer gifting so important, not only for brand exposure but also as social proof,” says Horncastle, who adds that gifting often leads to a surge in sales. “We noticed that when one of our surf influencers posted in Hawaii, for example, we would see a jump in sales within that area.”
"Some of our best performing influencers have less than 5,000 followers."
Her tips for any business looking to get started with gifting includes working with influencers who genuinely love your product – and don’t discount micro-influencers. “Some of our best performing influencers have less than 5,000 followers, but [they] have a more personable following and great engagement.”
We Are Feel Good Inc. is far from the only brand that’s turned sending free products to social media influencers into sales. Gifting is a long-established tradition; for decades, brands would send free products to top magazine editors, in the hopes that some of the products would make it into the pages of glossy magazines.
In today’s social media era, it’s common for brands to operate and structure extensive influencer gifting programs – often with the assistance of a public relations company – alongside paid influencer arrangements.
Understand the risks and rewards
While gifting is a great way to earn valuable exposure, it’s important to remember that – unlike a paid collaboration – there’s no guarantee influencers will post about products they are sent.
“As much as we would absolutely love [influencers] to post about the product, there is no contractual obligation [for them to do so]” explains Ivy Gibson, a publicist at creative agency Portobello PR, which works on behalf of brands such as Crocs and Steve Madden.
However, if influencers do choose to post about a brand the rewards can be far-reaching. Not only do brands benefit from the immediate exposure, but the gifting experience can help businesses form long-term influencer relationships.
Influencer marketing terms to know
Paid collaboration: A transaction between a brand and an influencer where an influencer is paid to post about a product or brand.
Influencer gifting: A form of marketing where brands give or ‘gift’ influencers free products in the hope they will post about them on social media and create user-generated content.
Contra gifting: Where influencers are supplied with products on the basis that they will post about them, however, no payment is made. Platforms such as #gifted facilitate contra gifting.
Step 1: Find the right influencers for your brand
When it comes to running an unpaid gifting campaign, the first step is identifying which influencers to work with. One way to evaluate this is by considering the four Rs, says influencer specialist Sophia Voulgaris.
The Four Rs
Reach: How many followers do they have? How many eyes do they get on their stories, posts and reels?
Relatability: Do they share relatable content and bring value to their followers?
Realness: Are they credible? Do they have fake followers? Do they post genuine, real content?
Relationship: What is their relationship with their audience?
It’s important to remember that more followers don’t always equate to more sales, says Voulgaris. If an influencer’s followers are in the wrong location, speak the wrong language or aren’t authentically engaged with the influencer, it’s unlikely that gifting will lead to conversions. Check brand alignment by scanning past posts or asking for data around followers.
Niamh Galea, founder of Australian streetwear brand Ramp Tramp Tramp Stamp, agrees that brand alignment is crucial to the success of influencer gifting. She had never considered influencer gifting – until influencer and reality star Cai Fox Leplaw visited her store. “He was so genuinely interested and excited about my designs that I made a spur-of-the-moment decision to give him one of my tracksuits.”
It was the designer's first experiment with influencer gifting and represented a sizable investment for the small business, with the brand’s signature tracksuits retailing for £330. But Galea noticed an instant spike in sales, not to mention a rise in social media followers, after Leplaw shared images of himself wearing the velvet two-piece to his 27,000 followers. “I think it was successful because it felt authentic. You could tell he was really excited about the product, and it was a genuine endorsement.”
Horncastle agrees. “We work with influencers who already love and use our products. This means a more organic and ‘real’ relationship. They love the outdoors and spend hours in and out of the water. We look to work with influencers whose values, passions and morals align with ours.”
Tip: Beware fake followers
Check for fake followers using an online tool like GRIN. It’s also useful to scan influencer posts; low engagement or inauthentic comments can be another indicator of fake followers.
Don’t think too small
Influencer gifting is often reserved for influencers with smaller social media followings or those who aren’t high profile enough to negotiate a paid collaboration. However, Gibson says that it’s a mistake to only gift products to micro-influencers. If a product resonates with them, famous creators are often more than willing to post about a something they have been gifted.
Discover more tips on finding the right influencers here.
Step 2: Make contact
While bigger influencers generally have agents or managers, many small influencers are essentially one-person businesses. Get in touch with them the same way that you would any small business: by looking for contact details, such as an email address, on their website or in their social media bio.
Another option is to direct message (DM) them via social media. However, bear in mind that many influencers – especially those with large numbers of followers – may receive hundreds of DMs every day, which means brand messages can get lost or buried. Many prefer to use their DMs for community management and conduct business via more traditional channels.
Step 3: Check influencers are happy to receive gifts
When reaching out to influencers about gifting it’s important to check that they are open to gifts, says Gibson, who emphasises that not all influencers want to receive every product they are offered.
“No matter how small the gift may be, we will always send through a message just to check that the influencer is interested in receiving it, because if not, it is just wasted product and packaging. We usually do this via DM or email, which is where we will also ask for further relevant information such as addresses or sizing.”
Voulgaris agrees, and suggests scanning influencers’ social media feeds, too, to gauge whether they’ve posted about gifted products in the past.
"No matter how small the gift, always send a message to check that the influencer is interested."
Step 4: Strike while the iron is hot
Once an influencer has confirmed they’re interested in receiving a product, send it while it’s still at the forefront of their minds. Consider sending gifts via tracked shipping so you know it has arrived.
Step 5: Make your product stand out
Aside from the product itself, the number one thing that will enhance the likelihood of an influencer posting is the creativity and shareability of your send-out, says Gibson.
“The messaging around your mailer should be fun and exciting as well as informative,” she says, adding that it pays to find ways to surprise and delight gifting recipients.
“An example could be sending a smash cake with the new product inside or inviting an influencer to a launch event where there are super innovative, fun activities for them to participate in. You want to create memorable experiences from which they couldn’t help but create content,” explains Voulgaris.
Another option is to personalise products with the influencer’s name or initials, or to consider ways to make the gift more meaningful such as sending it on their birthday. A personalised note is another great way to catch influencers’ attention, especially if you take the opportunity to explain why you think they’ll like the gift and prove that you understand them and their brand.
Step 6: Pay attention to packaging
While creative send-outs can drive sales, it’s important to ensure your gift doesn’t stand out for the wrong reasons.
“Don't be wasteful with packaging!” exclaims Gibson, who advises moving away from plastic and excess packaging. She adds that brands that send wasteful or excessive packaging risk being called out – or even boycotted – by influencers. Instead consider biodegradable packing peanuts, compostable satchels and recycled paper and cardboard packaging.
Brands could even consider a charitable or sustainable gift in lieu of a product. For example, sustainable fashion brand Maggie Marilyn sent a native plant rather than a piece of clothing one Christmas, while J. Crew recently invited editors to bring a donation into stores, where they could also pick a coat for themselves. This not only ensured that the editors received a garment they liked, but also that it fit – a common issue with gifting.
Step 7: Offer a discount
Another way to catch influencers’ attention and encourage them to post about a product is to offer a discount for their followers. Influencers – just like brands – are always looking for ways to engage and incentivise their followers, and discounts are a great solution. Plus, the influencer will likely receive a better response to their post, which means your brand will receive more exposure, too.
Step 8: Politely follow up
Don’t be afraid to (politely) ask influencers how they are finding the product and, if they’re enjoying it, whether they would consider posting about it.
Most influencers are happy to help, especially if they believe in the product or want to have a continuing relationship with your brand. Gibson and Voulgaris agree that these kinds of requests are best delivered via a handwritten note delivered with the product that employs a friendly and personal tone.
And if a social media influencer doesn't post about your gift? “Follow up,” instructs Voulgaris. But if there’s no response, don’t run the risk of annoying them. “They are clearly not in love with the brand or product as much as you want them to be. I would then flag them in your notes to ensure you don’t make the same mistake twice.”
"The secret to success is to build on relationships you already have."
Step 9: Build meaningful relationships
When it comes to influencer gifting Gibson advises quality over quantity. “I think the secret to success is to build on relationships you already have – if you know an influencer resonates with your offering, then keep this relationship strong with ongoing gifting to ensure they know how valued they are!”
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