How to Write a Brief for Your Gifting Campaign
First, remember what to expect from Gifting Campaigns
Before we dive in, it is important to remember some key points when it comes to gifting campaigns:
In a gifting campaign (where you send your product for a post on their page), there is no contractual relationship between the brand and the influencer. This means that influencers are not obligated to post like they are in a paid collaboration.
Sending a gift does not equal payment. When it comes to compensation, think of influencers as contractors or consultants to your business. As they are providing you with a service, you need to compensate them accordingly for their time, creativity and reach.
Gifting collaborations are therefore a little like PR in that when you send out your press release, not every publication will take it up and write about you.
A brand’s offer will greatly determine which influencers will follow through and post — even if you have a great brand and product not every influencer will post if it doesn’t have a high enough perceived value or retail price.
If your product is valued at below $50 we recommend offering even a $25 or $50 payment with the product to ensure a post (as once it’s paid, this is contractual). An offer for an influencer of 10k for example needs to be higher than $50 in value.
Don’t try to convince the influencer to post for ‘exposure’
Keep in mind that you should not use the advantages of gifting campaigns as ways to ask an influencer to collaborate! They will be able to weigh these up for themselves and you might offend an influencer by saying this. The most important thing about being able to execute really impactful unpaid collaborations is relationship building. Given how many messages influencers get on a daily basis from brands asking them to collaborate, having a good relationship with influencers allows you to cut through the noise as they are much more likely to say yes to someone who they have engaged with before and has built a relationship with them.
Get creative with compensation
In addition to this, as the influencer marketing space evolves, the need to go above and beyond in the brand experience component of your unpaid collaborations does too. Try and think of ways that you can go above and beyond to make the experience even better for the influencer. Some simple ways to do this are to include brand merch in your send outs, host an influencer or influencers for lunch. Shout them a gym membership etc. These are all things that can be expensed to your business or might come from existing relationships you have.
Keep your briefing document simple
Again, something to keep in mind with unpaid collaborations is that because the influencer isn’t being financially compensated for their time, content and reach that they are not ‘required’ to post. This is why you may not want to put too much detail into an unpaid briefing document, as the influencer isn’t being paid to read it, and they’re much less likely to take part if you have way too many guidelines and requirements.
Following up with an influencer is especially important in unpaid, product-only campaigns and your campaign completion rate (aka whether the influencer posts or not) will vary significantly upon this step. To master the follow up, read our article here.