Before influencer marketing was even an industry, people with strong online followings were open to free products from brands, and receiving payment for posting was yet to be the standard.
Yet over the last decade, the influencer marketing industry has evolved and matured. Today, influencer marketing has been proven time and again as an effective advertising channel. A survey from Influencer Marketing Hub had 90% of respondents say they believe influencer marketing to be an effective form of marketing.
As influencer marketing and content creation demands have increased, so too have influencer rates, pay transparency, and partnership expectations. Today, it's a much more nuanced practice to launch a successful gifting campaign in such a competitive and dynamic landscape.
8 Questions to Ask Before Launching a Gifting Campaign
Before tying those bows and slapping those shipping labels on, we recommend asking yourself these 8 questions before launching your next gifting campaign. They’re designed to help you make sure you are 100% confident in your goals, expectations, and potential risks before you start:
- To gift, or not to gift?
- What is the expected level of effort for the creator?
- What is the cost-value exchange?
- What is the relationship-value exchange?
- What are the possible brank risks?
- What is the length of the partnership?
- What is the current brand perception?
- Is the person you're reaching out to open to gifting?
The guide also covers a brief overview of the gifting landscape; how to set the right expectations and goals for your campaign; a risk-assessment checklist; and four tips to help warm up your cold outreach.