The Surprising Resurgence of Influencer Gifting in 2024: What Brands Need to Know

The Power of Gifting in Influencer Marketing

Gifting has transitioned from a nice-to-have to a must-have in the influencer marketing landscape. Take Freja New York, for example, which credits its Linnea Tote's success to a single TikTok video by influencer Rachel Shea. After receiving the tote in July 2023, Shea showcased it in her video, leading to a spike in sales for that color, previously a slow seller.

A Shift in Strategy

Jenny Lei, the founder of Freja, realized that influencer posts about gifted bags now drive more sales than traditional paid advertising. The brand is now considering hiring a full-time influencer specialist and increasing their monthly gifting from 20 to 100.

Why Gifting Works

Gifting is not only cost-effective compared to paid posts, but it also allows influencers to create content without the #ad label, making it feel more authentic. Influencers today are more receptive to gifting as a means to build relationships with brands, especially since they can still earn through affiliate revenue.

Challenges Ahead

Despite its advantages, gifting poses challenges like tracking campaign effectiveness and the unpredictability of influencer posts. The volume play remains a crucial aspect; the more gifts sent out, the higher the chances of generating buzz.

The Comeback of Gifting

Historically, brands have gifted products to influencers, but the trend waned as influencers demanded cash compensation. Now, with consumer skepticism towards sponsored content on the rise, gifting is making a comeback, allowing influencers to showcase products in their own style.

Best Practices for Successful Gifting

Brands should focus on curation rather than the spray and pray approach. It’s essential to connect with influencers who align with the brand’s ethos and genuinely want the gifts. This personal touch increases the likelihood of authentic engagement.

Innovative Gifting Approaches

Brands are exploring beyond traditional mailing. For instance, Petite Plume partnered with Yse Beauty to outfit event attendees, resulting in organic posts. Gifting suites like Air Milkshake are also gaining traction, providing a more thoughtful environment for brands to engage with influencers.

Measuring Gifting Effectiveness

With tools like ShopMy and LTK, brands can track the impact of gifting campaigns more effectively than ever. However, managing expectations remains key, as not every gifted item guarantees a post. Gifting should be viewed as a testing ground for finding the right influencer partnerships.

The Path Forward

While gifting is gaining popularity, the desire for lucrative sponsored deals persists among influencers. However, successful gifting can lead to deeper collaborations, enhancing brand visibility and engagement.