During a discussion with some industry experts who do reviews, some highlighted a potent question. Where is the line regarding influencer gifting and when has it gone too far?
We took that question forward and did some digging.
Influencer gifting has become a cornerstone of modern marketing strategies.
Brands shower influencers with free products and services, hoping to leverage their social clout to reach a wider audience. While this tactic can be effective, it also raises concerns about authenticity, consumer trust, and the potential for creating entitled influencers.
Entitled influencers may become a concern as influencers today may want to keep certain brands on a gift retainer, instead of understanding the temporary brand partnership for what it is.
There’s a lovely quote by an author:
The first time you give somebody something for free, you are creating appreciation. The second time you give somebody something for free, you create anticipation. The third time, expectation. By the fourth time, you give somebody something for free you are creating entitlement. And by the fifth time you give somebody something for free, you’ve created dependency. And if by the sixth time you don’t give it to them, you create resentment and hatred.
The rise of influencer gifting
Influencer marketing has exploded in recent years, driven by the increasing popularity of social media platforms. Brands recognized the potential of partnering with influential individuals to promote their products and services. Gifting emerged as a strategy to entice influencers to create sponsored content, often in the form of product reviews, unboxing videos, or lifestyle posts.
The dark side of influencer gifting
While influencer gifting can be a powerful tool, it has also led to some negative consequences:
Inflated expectations: Constant exposure to lavish gifts can create unrealistic expectations among influencers, leading to a sense of entitlement.
Authenticity concerns: Excessive gifting can compromise the authenticity of influencer content. When influencers are constantly receiving free products, it can be difficult for them to remain objective and genuine in their reviews.
Consumer alienation: Overly promotional content from influencers can alienate consumers who are tired of being bombarded with sponsored posts.
The pros and cons of influencer gifting
Pros
- Increased brand wwareness: Influencer marketing can significantly boost brand visibility and reach a wider audience.
- Enhanced brand reputation: Positive reviews and endorsements from trusted influencers can enhance a brand’s reputation.
- Improved customer engagement: Influencer-generated content can spark conversations and encourage user-generated content.
- Targeted marketing: Influencers can help brands reach specific target demographics.
Cons
- Decreased authenticity: Excessive gifting can lead to inauthentic content and erode trust between influencers and their followers.
- Ethical concerns: Some argue that influencer gifting can be seen as a form of bribery or corruption.
- High costs: Influencer marketing can be expensive, especially for brands working with high-profile influencers.
- Measurement challenges: It can be difficult to accurately measure the return on investment (ROI) of influencer marketing campaigns.
A Balanced Approach
The necessary balance approach
To mitigate the negative impacts of influencer gifting, brands should adopt a balanced approach. They should focus on building long-term relationships with influencers who align with their brand values and genuinely enjoy their products or services. Additionally, brands can consider alternative strategies, such as affiliate marketing or performance-based partnerships, to ensure that influencers are incentivized to create authentic and engaging content.
By striking the right balance between gifting and genuine partnerships, brands can harness the power of influencer marketing to drive positive outcomes and build lasting relationships with their audience.