Influencer marketing in Australia is evolving fast. As we move into 2026, brands are rethinking how they work with creators and how to make every collaboration count. One of the biggest shifts is toward influencer gifting, also called contra gifting, where brands offer products or services in exchange for authentic content. It’s cost-effective, builds social proof, and helps brands reach audiences through trusted voices. At #gifted , we’ve seen how well gifting works when expectations are clear from the start. Here’s what brands should know about the changing influencer landscape and what kind of content they can expect in return for the value of their gift.
Suggested Content Expectations Gift value: $150–$300 → Minimum of 2 Instagram Stories (or equivalent format) tagging the brand
Gift value: $300–$500 → 1 In-Feed Post + 2 Stories
Gift value: $500–$1,000 → 1 In-Feed Post + 2–4 Stories
Gift value: $1,000+ → 1–2 In-Feed Posts + 3–5 Stories
Disclaimer: These are guidelines to help brands understand typical content expectations and deliverables when uploading their gifts on the platform. Actual content may vary based on influencer audience size, content quality, and production effort. Always confirm deliverables before gifting.
What This Means for Brands Not all influencers work the same way, and that’s what makes creator marketing so dynamic. Each creator tier brings different value to a campaign and here’s how to align expectations:
Micro-influencers (3k–10k followers): They’re relatable, authentic, and often open to gifting collaborations. Their followers trust them, which makes their recommendations powerful.Mid-tier influencers (10k–100k followers): These creators balance professionalism with approachability. Higher-value gifts usually lead to structured content deliverables.Top-tier influencers (100k+ followers): They have large audiences and polished content. Brands may need to offer premium or exclusive gifts to secure deliverables.Understanding these tiers helps brands set realistic expectations and build stronger, longer-term relationships with creators.
Influencer Marketing Trends for 2026 1. Short-form video continues to dominate Reels and TikToks continue to outperform static posts, offering higher reach and engagement. Brands should consider including short-form video in their gifting campaigns for stronger reach.
2. Smaller creators are making a big impact Micro and mid-tier influencers are delivering some of the best ROI because their audiences are highly engaged. Many brands are choosing genuine connections over vanity metrics.
3. Transparency is non-negotiable Influencers must disclose gifted collaborations under Australian consumer law. Clear communication and compliance protect both the brand and the creator. It’s the responsibility of the brand and the creator to communicate and set expectations from the beginning of a collaboration.
4. Creative freedom drives authenticity Creators deliver their best work when they’re trusted to tell the story their own way. Gifting works best when brands provide guidance, not a long and strict brief.
The Real Value of Influence The right creator can speak to customers in a way that brands simply can’t replicate. A single mention can spark awareness, while an ongoing relationship can build lasting brand advocacy.
If your brand is struggling to cut through the noise, increase credibility, or get noticed by your target audience, influencer collaborations are one of the most effective strategies to invest in.
And if you’re not sure where to start, #gifted makes it easy. Our platform connects brands with the right creators for authentic gifting collaborations, helping your products get in front of audiences through genuine storytelling and trusted recommendations.
Final Takeaway Influencer gifting isn’t just a marketing trend — it’s a smarter, more organic way to build meaningful brand connections. By understanding what content to expect for each gift value, brands can approach collaborations with confidence and clarity.
As 2026 approaches, the brands that prioritise transparency, creativity, and authentic partnerships will stand out most in the influencer space.
Ready to take the next step?
👉 Book in with our team to start building your strategic gifting plan today.
