The truth about influencer marketing and gifting 🎁
There are as many influencer marketing strategies as there are brands in the world.
Simply put, every brand and every influencer is unique. So, the way they work together will also be unique.
The truth is, when it comes to influencer marketing, we know that one solution doesn't work for every brand.
This includes product gifting.
That's right- even this tried-and-true method might not be right for every brand.
And yet - gifting remains an absolute force to be reckoned with (and something we think all brands should at least consider).
So, why does gifting work so well?
And how do the best advertisers use influencer gifting to catapult their clients products to the forefront of consumers’ minds?
And, how do you know if gifting is right for your brand? 🤔
Here's our take on influencer gifting.
Let's get started!
First of all... how does gifting work?
1. The right talent
The first step in any influencer gifting campaign should always involve choosing which influencer is right for your brand.
This is no easy task, and the question of "is this influencer right for us" is one that requires marketers to think creatively.
While there are many standard things to consider, for example, the precise demographic of the influencer, and how well-regarded and trustworthy the influencer is...
Finding an influencer that wants to work and to review your products is most of the battle.
You see, reliable influencers are often inundated with countless products. So, how do they know which ones to promote to their audience?
That's simple. After considering which ones are most relevant to their audience, influencers will choose the product they are most passionate about.
2. The right product
One of the more important steps, the actual gifting bit involves some true creativity. Packaging, presentation and personal notes all help to show your product and brand in the best light.
3. Creativity
When the influencer receives your products, they begin to share and/or review the product via posts and stories. This content is then available for you to repurpose to use as a part of your organic social media strategy or even as a paid ad.
4. Reporting
After an influencer gifting campaign, brands can view their analytics and see what worked with the campaign and identify any potential flaws in the campaign.
Is gifting the way forwards?
Since its inception, influencer marketing has changed a lot over the years. Gone are the days where consumers are unaware about the nature of influencer marketing.
In a world where many are sceptical of what influence's promote, gifting allows influencers to talk about products that generally excite them, without their audience being sceptical that they are watching an ad.
This allows an audience to feel that they are being recommended a product by a trusted friend.
So, when done correctly, brands can harness the influencer's unique ability to use their storytelling, photography, videography and editing skills to reach new audiences and gain a positive reputation.
In the face of all the change that social media goes through, the reason why consumers value influencers has remained constant.
Authenticity.
When influencers want to work with a brand, or to promote a particular product, consumers can tell straight away.
If an influencer is excited about your product, their audience will too.
Putting the right product in front of the right influencer gives these storytellers the chance to produce content that increases your following, grows brand awareness and catapults your sales.
The truth is, when done right, influencer gifting works.
To learn more about Influencer Marketing and Gifting, get in contact today.
