The Dos and Don’ts of Influencer Gifting Influencer gifting has become a cornerstone of modern marketing strategies. The idea is simple: brands send free products to creators in the hope of generating authentic exposure. But while gifting might look easy on the surface, not every package leads to glowing posts or lasting relationships. Without a clear strategy, gifting can waste time, budget, and product.
Done well, however, gifting creates authentic word-of-mouth, builds brand credibility, and sparks long-term partnerships. Here’s how to navigate the dos and don’ts of influencer gifting so your brand stands out for all the right reasons.
Do: Choose Influencers Strategically Successful gifting starts with alignment. Sending products to random influencers rarely works. Instead, target creators whose audience matches your ideal customer, and who have a genuine interest in your product category. A beauty influencer with a passion for clean skincare, for example, is far more likely to engage with your natural beauty brand than someone focused on fitness content.
Platforms like #gifted help brands connect with creators who are open to collaborations, removing the guesswork and ensuring your products land in the right hands.
Don’t: Expect Guaranteed Coverage One of the biggest misconceptions about influencer gifting is that free product guarantees a post. It doesn’t. Unless you’ve agreed to deliverables upfront, creators are under no obligation to promote your product. Instead of expecting automatic exposure, treat gifting as the start of a relationship.
Clear communication helps here — explain your hopes for the collaboration, but allow creators the freedom to engage on their own terms.
Do: Personalise the Experience A generic package with no note or context is easily forgotten. Take the time to personalise your gifting experience. Include a handwritten note, explain why you’re excited for the creator to try your product, or tailor the package to their preferences. Small details can make a big difference in how your brand is perceived.
When influencers feel seen and valued, they’re more likely to share their authentic experience with their audience.
Don’t: Overload with Restrictions It can be tempting to control every detail of how an influencer shares your product, but overloading them with brand guidelines and restrictions often backfires. Creators know their audience best, and their content performs because it feels natural. Allow them the freedom to showcase your brand in their voice and style — authenticity always outperforms forced messaging.
Do: Think Beyond the First Gift Influencer gifting shouldn’t be a one-off transaction. The best results come when brands nurture relationships over time. Follow up with creators after they’ve received your product, engage with their content, and consider them for future launches or collaborations. Long-term advocacy builds trust and credibility that can’t be bought with a single package.
Don’t: Neglect Measurement Even though gifting doesn’t always come with guaranteed posts, it’s still important to measure the impact when coverage does happen. Track engagement, reach, and website traffic from influencer mentions. Use discount codes or tracked links to connect gifting campaigns back to sales. These insights will help you refine your strategy and identify which creators deliver the most value.
Final Thoughts Influencer gifting can be one of the most cost-effective ways to introduce your brand to new audiences, but only if done thoughtfully. Choosing the right influencers, personalising the experience, and building genuine relationships are what set successful campaigns apart.
Instead of treating gifting as a gamble, treat it as an investment in relationships. With tools like #gifted, brands can simplify the process, connect with engaged creators, and track the real impact of their gifting efforts.
Get gifting right, and you’ll unlock authentic advocacy, stronger partnerships, and exposure that money can’t buy.
