Influencer gifting has become a cornerstone of marketing strategies for brands looking to connect with their target audiences. However, recent incidents, like Olivia Marcus’ reaction to a lavish PR package from MAC Cosmetics, have shed light on the potential pitfalls of this practice. From concerns about wastefulness to the need for a more thoughtful approach, it’s clear that a shift in strategy is warranted.
The Problem with Unprompted Gifting
Marcus’ experience with MAC Cosmetics serves as a cautionary tale for brands. Unprompted gifting, while once a common practice, is now seen as wasteful and out of touch with the values of both influencers and their audiences. In an era where sustainability is increasingly prioritized, brands can ill afford to be perceived as contributing to excessive consumption.
Rethinking the Strategy
Fortunately, the landscape of influencer gifting is evolving. Brands are recognizing the need for a more intentional and personalized approach. Instead of mass-sending PR packages without considering the preferences of creators, brands are now advised to engage in pre-gifting communication. By reaching out to influencers beforehand, brands can ensure that the gifts they send are not only appreciated but also aligned with the creator’s interests and content.
Prioritizing Intentionality
Emily Brown, a senior manager of strategy at influencer marketing agency Billion Dollar Boy, emphasizes the importance of intentionality in influencer gifting. Rather than relying on generic gifts, brands are encouraged to tailor their offerings to the individual preferences and needs of creators. This approach not only minimizes waste but also fosters stronger relationships between brands and influencers.
The Power of Personalization
One effective strategy is personalizing gifts to resonate with recipients on a deeper level. By taking the time to understand the interests and preferences of influencers, brands can create a more meaningful connection. Whether it’s a handwritten note or a carefully selected product, personalized gifts demonstrate a genuine commitment to the creator and their audience.
Creating Exclusivity
In addition to personalization, brands can leverage the power of exclusivity to generate buzz around their products. Rather than sending gifts to every influencer in a given category, brands can selectively target individuals who align closely with their brand values and aesthetics. This approach not only creates a sense of exclusivity but also increases the likelihood of organic product appearances in future content.
Focusing on Experiences
Another effective way to stand out in a sea of influencer gifts is by offering experiences rather than just products. By providing creators with tools or resources that enhance their content creation process, brands can add value beyond the initial gift. Whether it’s a smartphone attachment for on-the-go filming or a makeup kit tailored to a creator’s unique style, thoughtful experiences leave a lasting impression.
Maintaining a Feedback Loop
Even after the gifting process is complete, brands must maintain open communication with influencers. By soliciting feedback and actively listening to their needs, brands can foster a sense of partnership and collaboration. This not only strengthens relationships but also enables brands to continuously refine their gifting strategies based on real-time feedback.
Conclusion
Influencer gifting, when done right, can be a powerful tool for brands to connect with their target audiences. By prioritizing intentionality, personalization, and sustainability, brands can ensure that their gifts are not only well-received but also aligned with the values of both influencers and their audiences. In an era where authenticity reigns supreme, a thoughtful approach to influencer gifting can make all the difference in building meaningful connections and driving long-term success.
