Sending products to creators can be a friendly way to introduce your brand. But gifting has a mixed reputation. Unsolicited parcels, heavy expectations and wasted stock are common problems. A thoughtful approach makes gifting feel like a genuine gesture rather than a transaction.
Gifting is not the same as a paid partnership
A gift should come with no obligation to post. If you need specific content, deadlines or usage rights, that is a paid collaboration and should be treated as one. Being clear about the difference avoids awkward situations for everyone.
How to gift well
- Ask first. Send a short message asking if the creator would like to receive the product. Many prefer not to get surprise parcels.
- Choose carefully. Only gift to people whose interests genuinely match what you are sending.
- Let them choose. Offering a size, colour or option shows respect and reduces waste.
- Keep the note personal. Explain why you thought of them, in a few friendly lines.
- Remove pressure. Say clearly that there is no expectation to share.
Think about the packaging
Excessive packaging can backfire, especially with audiences who care about sustainability. Keep it simple, practical and easy to recycle. A thoughtful unboxing does not need to be elaborate.
If they do post
Creators who share gifted products may still need to disclose that they received them for free. Follow the platform’s rules and your local advertising regulations, and get proper advice if you are unsure. Thank anyone who shares, and ask permission before reusing their content on your own channels.
Track and learn
- Keep a simple record of who received what and when.
- Note any organic posts or conversations that followed.
- Identify creators who might be a good fit for a paid partnership later.
Gifting works best as the start of a relationship, not a shortcut to free content. If you want help planning a respectful gifting programme, have a chat with the Northpeak team.
