Overcoming the Challenges of Influencer Gifting

Influencer gifting can be a powerful way to generate user-generated content (UGC), increase social proof, and build brand affinity. However, gifting campaigns come with their own set of challenges—many of which can compromise the potential impact of a campaign if not addressed effectively. Here, we explore three key obstacles in influencer gifting and offer actionable solutions to ensure your campaign resonates, drives authentic engagement, and aligns with sustainable practices.

Challenge 1: Lack of Response from Influencers

One of the most common obstacles in influencer gifting is simply getting influencers to respond. Studies show that only around 10-20% of influencers approached for gifting campaigns may respond, especially if they’re receiving frequent offers. This low response rate can lead to a lot of wasted effort and can be frustrating for brands.

Solutions:

1. Target Nano and Micro-Influencers: Nano influencers (1,000-10,000 followers) and micro-influencers (10,000-50,000 followers) are often more engaged with their followers and are more likely to respond and create content around gifted products. They typically receive fewer gifting offers, which often makes them genuinely excited to collaborate, resulting in higher response rates and more meaningful content.

2. Engage Highly Relevant Experts and Existing Customers: Instead of reaching out to influencers with only high follower counts, look for those who are directly relevant to your product category or are already loyal customers. Existing customers bring authenticity to the campaign and are more likely to respond and engage because they have first-hand experience with the brand.

3. No-Obligation Posting: Make it clear that there is no requirement to post. Emphasise that the influencer should only share content if they genuinely love the product. Offering them the freedom to post or not, depending on their experience, will build trust and often result in more authentic content.

4. Feedback First: Encourage influencers to share their feedback privately if they don’t feel the product is worth posting about. By valuing feedback, you position yourself as a brand that listens and evolves, which can encourage long-term relationships, even if the first gifting experience doesn’t lead to content.

5. Content Thought Starters: Provide gentle suggestions on how they might use or showcase the product. These can include thought starters like, “Our product in action,” “Behind the scenes of your experience with our brand,” or “Why this product works for you.” This approach gives influencers creative freedom while sparking inspiration.

6. Personalised Outreach: Avoid generic outreach by mentioning specific elements of the influencer’s content that you appreciate. Tailored messages show that you’ve taken the time to learn about their work, which is often more effective in capturing attention than a one-size-fits-all approach.

7. Cost-Effective Incentives: Small gestures like discount codes, samples, or brand-related experiences can serve as subtle incentives. These additions are often inexpensive and show influencers that they’re valued beyond just the gifting product.

Challenge 2: Low Post Rates from Recipients

Even when influencers accept a gift, it doesn’t always translate into a post. Low post rates can be attributed to various factors, such as lack of enthusiasm, an uninspiring unboxing experience, or simply forgetting about the gift.

Solutions:

1. Personalised Notes from the Brand or Founder: Adding a handwritten note from the brand or founder creates a human connection, making the recipient feel special and appreciated. Mentioning specific details, such as the story behind the product or its unique benefits, can make the influencer more inclined to share.

2. Content Ideas for Post Inspiration: Offer content ideas to encourage influencers to get creative when sharing. Ideas like “How this product fits into my daily routine”, or “My favourite feature about this product” gives them a starting point without feeling restrictive.

3. Social-Friendly Packaging: Ensure your packaging is visually appealing and fit for social media. Packaging that stands out and is Instagram-worthy can be the nudge an influencer needs to share an unboxing or review.

4. Opportunities for Content Collaboration: Let influencers know that if they create exceptional content, there may be opportunities to repurpose or licence it. Additionally, flagging the possibility for future paid collaborations can make influencers feel valued and motivated to engage more fully.

5. Consider Long-Term Relationships: Approach influencers with a potential long-term collaboration in mind, rather than a one-off gift. Highlighting the potential for an ongoing partnership not only makes the brand memorable, but also incentivises influencers to go the extra mile.

Challenge 3: Overconsumption and Environmental Impact

Influencer gifting campaigns can sometimes contribute to overconsumption and waste, with influencers receiving a continuous stream of products - many of which may go unused. Sustainability has become increasingly important, and brands need to consider how they can reduce the environmental impact of their gifting efforts.

Solutions:

1. Sustainable Packaging Choices: Opt for recyclable or biodegradable materials in your packaging. Not only does this minimise environmental impact, but it also aligns with a growing preference among consumers and influencers for brands that prioritise sustainability.

2. Carbon-Offset Delivery Costs: Ernie, for instance, offsets the carbon emissions associated with delivery, setting an example of how gifting campaigns can be sustainable. This approach signals that the brand is committed to reducing its environmental footprint, which resonates well with influencers who care about sustainability.

3. Quality over Quantity: Focus on sending a smaller number of high-quality mailers to a carefully selected list of influencers. While it may be tempting to cast a wide net, a more focused approach ensures that products are going to individuals who will appreciate them and potentially engage more meaningfully.

4. Diverse Influencer Personas: Avoid sending gifts to the same influencers repeatedly, especially those who receive frequent packages from other brands. Diversify your influencer personas by targeting those who are genuinely aligned with your brand, but perhaps aren’t constantly bombarded with gifts. This approach increases the likelihood of more enthusiastic responses and lowers the risk of your package being lost in a sea of free products.

5. Product Value Alignment: Instead of sending out low-value items in bulk, consider the perceived value of the product and its relevance to the influencer. Influencers tend to appreciate quality products that they would likely use in their personal lives, reducing the chances of the item going unused.

In Summary

Influencer gifting, when done thoughtfully, can be a powerful tool to generate genuine engagement and authentic brand representation. By tackling these three common challenges with strategic solutions—engaging nano influencers and existing customers, crafting memorable and eco-friendly packages, and focusing on quality connections—you can enhance the impact of your gifting campaigns.

Consider your approach carefully, balancing creativity with authenticity, to build long-term relationships with influencers who genuinely connect with your brand. Influencer gifting is not only about generating immediate content but creating lasting brand advocates.

Looking to level up your gifting efforts? Get in touch info@helloernie.com.au