What Is Influencer Gifting? How to Send Products and What to Watch Out For

“We’d like influencers to try our product first, and introduce it if they like it.” We sometimes hear this when companies consult us about influencer campaigns.

Sending products for influencers to use is called product seeding or gifting. It is easy to start, but sending products without a plan may not bring the results you hoped for. This article explains what influencer gifting is, how the process works, and what to watch out for.

What is influencer gifting?

Influencer gifting is a campaign in which a company sends products or services to influencers so they can actually use them. The aim is often for them to share their impressions on social media.

There are two main forms of gifting:

• Requesting a post: when sending the product, you tell them in advance what you’d like posted and when
• Not requesting a post: the aim is first to introduce the product, and whether to post is up to them

Either way, a post prompted by a company sending a product may be seen by viewers as company promotion. It is important to check the ad disclosure rules explained below in both cases.

How it differs from paid posts

Besides gifting, influencer campaigns can also take the form of paid posts (tie-ups). Here is how they differ:

Gifting

You send the product itself. It suits goals such as raising awareness and gathering natural impressions from users. Because content and timing are flexible, how many posts appear also depends on whether influencers like the product.

Paid posts (tie-ups)

You pay a fee and agree on content, timing and number of posts. This suits cases where you want posts timed to a launch date or want key points included without fail.

Which is better depends on your goal. You can also combine them: start with gifting to see reactions, then commission posts from the influencers who were a good fit. For how to commission posts, see our article on how to request Instagram PR.

Products that suit gifting

Gifting works well for products like these:

• Products whose value comes across through use (cosmetics, hair care, food, everyday goods, etc.)
• Products with a distinctive look that shows well in photos and videos
• New or renewed products

On the other hand, products that need a lot of explanation or take time to show results may not get their appeal across just by being sent. In that case, include instructions or combine gifting with paid posts.

How the gifting process works

Gifting generally proceeds like this:

1. Set the goal: decide whether you want awareness or feedback
2. Choose recipients: pick influencers who suit the product
3. Reach out: introduce the product and ask whether they would like to receive it
4. Send the product: ship it with information to those who agreed
5. Check posts: review any posts and record the response

The basic rule is to confirm in advance rather than sending products unannounced. If you collect personal information such as addresses, explain how it will be used and decide how it will be handled after the campaign.

Choosing recipients

The most important part of gifting is who you send to. Look beyond follower counts and check whether their usual content and audience fit the product. People who regularly introduce products in the same category, or who interact actively with followers, often convey a product’s appeal naturally.

If you want to reach many people, you can also send to micro-influencers who are close to their followers. For details, see our article on micro-influencers and how to choose influencers.

Points to watch when gifting

Disclosing that it is an ad

When a company provides a product free of charge and has it posted about, the post may count as company advertising. Since October 2023, hiding the fact that something is an ad (stealth marketing) has been banned under Japan’s Act against Unjustifiable Premiums and Misleading Representations. When requesting posts, ask in advance for a label such as #PR and use of each platform’s ad disclosure feature. For details on the rules, see our article on the stealth marketing regulation.

Don’t over-script the post

The strength of gifting is that the appeal comes across in the user’s own words. Share the points you’d like conveyed, but leave the wording to the influencer so it resonates with viewers.

Share which claims are not allowed

For cosmetics, health foods and similar products, some claims are not allowed under Japan’s pharmaceutical law and other rules. It is safest to ask in advance that they avoid definitive claims about effects, such as saying a product cures something.

Be ready for any feedback

Gifting will not always bring only positive feedback. Treat the impressions you receive as useful input for improving the product and share them internally.

Building on gifting

Gifting is also an easy first step into influencer campaigns. You can build on it by commissioning posts from influencers who responded well, or by asking to use their posts in ads. For what to agree on when using posts in ads, see our article on secondary use.

Talk to nicoichii about influencer gifting

Influencer gifting lets people actually use your product and spread its appeal in their own words. The keys to success are choosing the right recipients and settling rules such as ad disclosure at the start.

nicoichii helps with everything from selecting influencers and talent who suit your product to reaching out and reviewing posts. From gifting to paid posts, we propose an approach that fits your goals. Learn more on our Marketing page.

It’s fine if you are still at the stage of “we don’t know who to send to” or “we want to try with a few people first.” If you have questions about gifting or casting, feel free to reach out via Contact.