You can also listen on:
Apple Podcasts / Spotify
In this week’s episode, we delved into the fascinating world of influencer gifting with Brett from Afluencer. Brett shared actionable strategies for brands looking to elevate their influencer collaborations without overspending. Here’s a quick roundup of what you missed:
Influencer Gifting: What and Why?
Many influencers expect gifts as a baseline for collaboration, especially in exchange for creating posts or videos featuring your product. But rather than seeing gifting as a freebie, think of it as a strategic investment. When done right, influencer gifting can be a cost-effective way to generate authentic content and reach targeted audiences.
Key Takeaways on Influencer Gifting
Setting clear expectations is essential. Before sending a gift, ensure both parties are on the same page about deliverables. Will the influencer create an Instagram post, a video, or stories? Will the content belong to them, or can your brand use it too? Being upfront avoids confusion later. For brands just starting with influencer marketing, working with nano-influencers (up to 10,000 followers) or micro-influencers (10,000–50,000 followers) is a great first step. These influencers often have engaged audiences and are more affordable, making them ideal for testing campaigns. For example, a £1,000 budget could cover partnerships with five micro-influencers.
While gifting a product might be sufficient for some influencers, others may require additional compensation, such as a small fee or commission. Negotiating flexibly can make the collaboration more attractive to the influencer. Measuring return on investment (ROI) is equally important. Track campaign performance to identify which influencers drive sales or engagement. Those who perform well can become long-term partners, offering consistent results over time. Finally, using a platform like Afluencer helps manage expectations and provides accountability by tracking deliveries and deliverables, ensuring smoother collaborations.
Common Mistakes to Avoid
One of the most common errors brands make is skipping the conversation with the influencer altogether. Simply sending a product without discussing expectations leads to inevitable disappointment. Make sure to have a proper dialogue beforehand to outline what each party expects from the partnership. Another mistake is failing to check an influencer’s engagement metrics. High follower counts don’t always equate to success—if their audience isn’t engaging, the collaboration is unlikely to deliver results.
Additionally, some brands overlook the potential to repurpose content created by influencers. It’s crucial to decide upfront whether the content can be shared on your website, social media, or ads, and ensure this is clearly agreed upon in advance. Miscommunication about content rights can lead to disputes and wasted opportunities.
Why Gifting Works
Gifting allows influencers to authentically engage with your product, creating content that resonates with their audience. Consumers trust influencers far more than traditional adverts, and seeing a trusted creator use your product can be incredibly persuasive. When done right, influencer collaborations can be a game-changing marketing strategy for your brand.
Final Thoughts
Influencer gifting isn’t just about sending free products—it’s about fostering meaningful relationships that yield real results. By starting small, managing expectations, and keeping an eye on ROI, brands can leverage influencer marketing to drive growth and boost sales.
For more in-depth tips and insights, check out the full episode of the Winning with Shopify podcast. And if you’re ready to explore influencer gifting, Afluencer is offering a 30-day free trial of their Shopify app. Don’t miss the chance to revolutionise your influencer marketing strategy!