Evaluating gifting vs. paid partnerships
Influencer marketing is crucial for maximising a brand's social media presence. We will dive into the pros and cons of influencer gifting and paid collaborations to help you make informed decisions. For brands and businesses seeking to enhance brand awareness and drive sales, influencer marketing offers two paths: gifting and paid collaborations.
However, navigating the realm of influencer marketing isn't always straightforward. To embark on this journey, you need a well-defined strategy. Randomly hurling ideas against the wall won't yield the desired results. If you're new to this landscape, it's essential not to go it alone.
Let’s break it down.
Influencer Gifting:
Gifting involves providing influencers with an agreed value of products or services in exchange for a pre-arranged set of deliverables, wether it be a testimonial for the brands use, UGC ( user generated content ) and or set posting deliverables via the influencers own socials channels. There are loads of ways your brand and or service can leverage the art of contra gifting, you just have to set fair expectations and understand how this marketing can add the most value.
Pros:
Cost-effective way to spread brand awareness.
Opportunity to reach a high volume of influencers and tap into their communities.
Reviews and comments from influencers are perceived as genuine and authentic.
Cons:
No guarantee of coverage or control over what influencers say about your brand.
Higher competition with macro-influencers, who may charge fees.
Paid Collaborations:
Paid collaborations require investing beyond product and postage costs and involve contractual agreements with influencers.
Pros:
More creative control over content and specific information inclusion.
Guaranteed coverage and ability to track collaboration performance through content analytics.
Collaboration with influencers who genuinely like your product and brand.
Cons:
Higher investment required compared to gifting.
Involves administrative processes and legal considerations for proper disclosure and compliance.
Scope Social Recommendations:
Start with gifting outreach to micro-influencers, build relationships, and track coverage and performance.
Introduce paid collaborations to target specific audiences with curated content that can be measured effectively.
Work with previously gifted influencers to strengthen relationships and retarget audiences, or consider macro-influencers for increased engagement and reach.
By implementing this approach, you can leverage the benefits of both gifting and paid collaborations while being aware of their respective pros and cons. This will allow you to maximise your influencer marketing efforts and achieve your brand's goals.
At Scope Social, we're committed to helping you reach your social media objectives. Whether you're a startup, an established brand, or a leading marketing agency, we believe in building strong relationships with our partners without any lock-in retainers or unsustainable project fees. If you're an agency, we also provide white labelling options on a project-by-project basis.
Book a discovery call with our creative team and let's bring your social media goals into focus in 2023.