Influencer marketing is evolving rapidly, and let’s face it, gifting alone is no longer a golden ticket, nor is it a reliable PR strategy.
Sure, sending a gift or hosting a stay for the right influencer or content creator can still lead to fruitful and meaningful content creation, but it’s a gamble.
Gifting done right however, without that expectation of return, can serve as the foundation for something much more valuable: a long-term, authentic partnership.
For brands with limited budgets or those in industries where high-value experiences are key (think travel, hospitality, or luxury goods), gifting can be a great starting point. But it needs to be more than just a freebie; it should be a strategic move that leads to genuine connections and, ultimately, deeper advocacy.
Gifting: The Foundation For Authentic Connection
The power of influencer gifting isn’t about handing over products or experiences and hoping for a quick shout-out. It’s about creating an experience that sparks a genuine connection.
When you gift thoughtfully, you’re offering a chance to be part of a story, and in doing so, creating the foundations for a potential bond that resonates beyond the immediate reaction.
Done right, gifting can start the conversation that leads to a successful and authentic promotional partnership.
The key here is to think of gifting as an entry point to building relationships, not the final step, or a one-and-one arrangement. Those fall flat and fail to add any meaningful value in the vast sea of creator content out there. But considered, repeat gifting or low-investment collaborations will start to build a resonance with an influencer’s audience that a one-hit-wonder will never be able to replicate.
The goal is to nurture those initial moments into a long-term connection – working with your influencer as a partner in your story, and not as a tactic, tick-box or transaction.
Paid Partnerships: Building on Mutual Value and Passion
While gifting can create the spark, it’s the paid partnerships that fuel the fire of genuine brand advocacy.
Paid collaborations have a significant advantage because they allow you to invest in influencers who genuinely believe in your brand, rather than simply partnering with anyone who has a decent following in your niche looking to collaborate.
A paid partnership is about aligning with influencers who are passionate about your brand and creating campaigns that reflect mutual value. These partnerships should feel organic, where both parties are equally invested in sharing your story in an authentic way.
If Influencers are part of your strategy, gifted or paid, it’s really about building a relationship that lasts and continues to bear fruit over time.
Moving Beyond Vanity Metrics
When it comes to working with Influencers and Creators, it’s easy to get caught up in the metrics – likes, shares, comments, and follower counts.
But the real questions to ask are:
Is this partnership making an emotional impact with the influencer’s audience?
Are their audience remembering your brand long after the initial post goes live?
Are they genuinely engaging with the content?
Have your own channels seen a bump as a result?
Are the influencers themselves coming back for more?
The right influencer is not just selling a product; they’re sharing something they believe in. And that belief can lead to a far more valuable return on investment (ROI) than just clicks, likes, reach or follows.
When you partner with an influencer who’s invested in your brand, the relationship becomes more than just a transactional one. If an influencer genuinely believes in what you’re doing, they’ll continue to advocate for your brand well beyond the initial campaign. This long-term advocacy leads to sustained awareness, deeper brand loyalty, and a more engaged community over time – especially when repeat collaborations are part of your PR mantra.
Leveraging Influencer Partnerships As Part Of Your PR Strategy
It’s time to get strategic about the influencers and creators you work with. Gifted, or paid, brands need to wise up to those who align with your values, are keen to share your brand story authentically, and have a meaningful connection with their audience.
These partnerships are not about simply reaching a wide (or particular) audience; they’re about creating the right connections with the right people, at the right time.
That’s where PR’s value proposition really comes in – and why we strongly feel that influencer partnerships are a cornerstone of good PR.
In Conclusion
If influencer marketing has evolved, so should your strategy.
While gifting can be a great entry point, it’s paid and repeat partnerships that truly create the depth of connection needed for long-term brand advocacy.
Focus on creating authentic collaborations with influencers who genuinely love your brand, and you’ll see how those initial connections can evolve into passionate, long-term partnerships that drive lasting value.
