Most FMCG, supplement and drinks brands sell products that retail well under the #gifted minimum requirement of $50, and under the industry standard and our recommendation of $150. On a platform like #gifted, that $150 mark is where creator interest tends to peak. A $25 protein powder or a $12 kombucha is a strong product, but when a creator is choosing what gifts to apply to, the total value of the package plays a huge role in which campaigns they apply for.
The brands in these categories that consistently attract quality applicants have figured out how to work with their gift value point rather than around it. They bundle complementary products into one themed gift, send a larger quantity for longer usage, or pair their hero product with a voucher to close the required value gap. Every one of these strategies are carried out with the products they already sell.
How Your Gift Value Affects Your Applicant Pool When #gifted introduced the $50 minimum gift value, creators were also given the option to opt out of seeing gifts valued under $150. Many experienced creators with established audiences and higher production standards have opted out because the time they invest in producing quality content requires a gift value that reflects it. They are still on the platform, still active, still applying for gifts, just won't see yours if it sits below $150.
For brands with a lower unit price, this is where bundling becomes a practical tool. A gift at $150 is visible to every creator on #gifted, which means a larger applicant pool, stronger applications and more choice over who you can work with.
Bundle Complementary Products The most natural way to lift gift value is to combine two or three products that pair well together. This lets creators tell a more cohesive story about your brand by showcasing more than one product.
A health and wellness brand might pair a protein powder with creatine or a post-workout supplement, paired with a shaker. A drinks brand might build a mixed case across its flavour range. A skincare brand might assemble a three-step routine from cleanser, serum and moisturiser. An FMCG brand might put together a pantry essentials box from across its range.
A themed bundle does two things at once. It brings total retail value closer to $150, and it gives the creator more to work with on camera. More items in a gift means more content angles, whether that is an unboxing, a flat lay, a "what I got" haul, a morning routine video or a week-long usage series.
When building a bundle:
Anchor around your hero product and build outward with items that complement it Keep it to 2 to 4 items so the gift feels curated Include at least one item with strong shelf appeal, since that is what photographs well
Case in Point: Kissed Earth and Mimi Haircare
Kissed Earth bundled their full Rehydrate+ range into a single gift valued at $179. By packaging complementary products from the same line, the gift told a clear story around hydration and wellness rather than featuring one product in isolation. The campaign matched with and selected 18 creators across different niches and aesthetics, giving the brand a diverse spread of content styles from one gift offering.
Mimi Haircare took a similar approach at a lower price point, building a kids haircare essentials bundle that brought together a full range of products for a gift value of $89. Even below the $150 benchmark, the bundle gave creators everything they needed to show the range in use, and the campaign matched with and selected 40 creators across different niches and content styles.
Send More of the Product For brands where the unit price is low, such as a single bottle, can or sachet, the simplest route to a higher gift value is increasing the volume. Send a month's supply instead of a single unit. Send a full case instead of one can. Send a variety pack instead of a single flavour.
This works especially well for drinks, supplements and consumables because it mirrors how people use the product in real life. A creator with a full month of supply has a reason to mention the brand across multiple posts over several weeks, rather than filming a single unboxing and moving on. That extended content runway is worth more to a brand than any single post.
Add a Voucher to Close the Gap If your product range is narrow or bundling gets you to $120 but stalls there, pairing the physical gift with a gift voucher or store credit is the fastest way to close the remaining gap.
Vouchers perform best when they sit on top of a tangible product, since the creator still needs something physical to feature in their content. The voucher then lets them choose a second item for themselves, whether that is a different flavour, a different product from the range, or something they are more likely to keep buying afterwards.
There is a secondary benefit here. Creators who redeem store credit are browsing your full catalogue, which creates a second touchpoint with your brand beyond the original gift.
Case in point: Cadbury The voucher doesn't have to be for your own store. Any gift card or prepaid card that adds to the total gift value works, including Visa and Mastercard gift cards.
Cadbury ran a campaign pairing their products with a $150 Visa gift card, bringing the total gift value well above the recommended benchmark. The physical product gave creators something tangible to film and feature, while the gift card lifted the overall value to reflect the effort involved in producing content. The campaign matched with and selected 83 creators.
This approach is especially useful for brands with a narrow product range where bundling or increasing quantity would feel forced. A hero product paired with a Visa or Mastercard gift card keeps the content focused on your brand while making the total offer worth a creator's time to apply for.
How One Gift Can Power a Full Content Pipeline A gift valued at $150 produces content worth far more once you factor in how it can be reused. As a brand on the #gifted Pro or Pro+ plans, you have access to content licensing rights.
That means you can take various content pieces and repurpose them across paid social ads, product pages, email campaigns and other marketing channels. One gifted collaboration can power a product page hero image, a Meta ad creative and an EDM feature, all from the same content.
For brands working to justify a higher gift value internally, the content licensing angle is often the clearest ROI case. The gift cost is a one-off. The content it generates can run across a full marketing calendar.
Frequently Asked Questions What is the minimum gift value on #gifted? The minimum gift value on #gifted is $50 (AUD). Brands can launch a campaign with a gift valued at $50 or more.
Why does #gifted recommend $150 if the minimum is $50? $150 is the industry standard for a fair exchange between gift value and content creation effort. It also has a practical benefit on #gifted: creators can opt out of gifts valued under $150, so reaching that benchmark makes your gift visible to the platform's full creator base.
How can FMCG or supplement brands reach $150 gift value? Brands with lower unit prices can bundle complementary products into one themed gift, extend the quantity (such as sending a month's supply or a full case) or pair a product with a gift voucher to bring the total to $150.
Do gift vouchers or store credit count toward gift value on #gifted? Yes. A voucher or store credit can be combined with a physical product to bring total gift value to $150, while giving the creator the flexibility to choose a second item from the brand's range.
Does a higher gift value guarantee more creator applications? A gift at or above $150 is visible to every creator on #gifted, while a gift below $150 is only visible to those who have opted in to lower-value offers. This tends to mean more applications, although volume also depends on category, timing and creator demand.
What content usage rights do Pro and Pro+ plans include? Both Pro and Pro+ grant content licensing rights, allowing brands to reuse creator content across paid social, their website and newsletters. Neither plan includes whitelisting or spark ads, which require separate consent from the creator regardless of plan tier.
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