Influencer gifting only works when both sides want to be there, and for years, they often didn't. Brands shipped products to creators who never asked for them, most of those gifts never turned into content, and plenty ended up as waste. #gifted fixes this with opt-in gifting: creators choose the brands they genuinely want to work with, say what they'll create in exchange, and have the freedom to introduce the product to their audience in their own way. Brands get a diverse mix of authentic content, real reviews and testimonials, and a controlled process with no guesswork and no wasted stock.
Where did the idea for #gifted come from? As Forbes Australia reported in 2023 , the idea came from #gifted co-founder Taryn Williams' own experience as an influencer. PR agencies regularly sent her products she hadn't asked for and didn't need, and the process felt unstructured. Having also worked on the brand side of influencer marketing, she knew brands weren't getting what they hoped for either. #gifted was built to solve the problem for both sides at once.
What's wrong with traditional product seeding? Mass product seeding means sending products to a long list of influencers and hoping some of them post. It creates problems for everyone involved.
Brands can't predict the return. When a product lands with a creator who didn't agree to anything, you don't know what you'll get back, or whether you'll get anything at all. The industry baseline for unsolicited seeding sits at around 40-60%, so most of the stock, shipping and team time produces nothing measurable.
Creators get clutter and pressure. Unrequested boxes come with an unspoken expectation. Creators either post about products that don't suit their audience or ignore them and feel awkward, and neither outcome helps the brand.
It creates unnecessary waste. Every unwanted gift carries manufacturing, packaging and freight costs, and products that don't suit the recipient are often discarded, regifted or never opened.
The root cause is the same in every case: no consent, no agreed outcome and no communication.
How does #gifted work? #gifted replaces "send and hope" with a simple exchange that both sides agree to up front.
Brands list a gift. Using the Shopify integration , a brand selects a product from its store, or creates a gift card, event or experience, adds details and publishes the offer.
Creators opt in. Creators browse offers and apply only for gifts from brands they're genuinely interested in partnering with. When they apply, they state what they'll create in exchange.
Brands choose and connect. Brands select the creators who fit , communicate with them directly and know exactly what's coming before anything ships.
Creators create, brands collect. Creators deliver content in their own style, and brands build a library of content, reviews and testimonials.
Why does creative freedom produce better content? On #gifted, creators aren't handed a rigid brief. They decide how to introduce the brand to their audience, which means they effectively own the creative direction of the content.
That matters for three reasons. Creators know what resonates with their followers far better than a brief can. Content made about a product the creator chose feels genuine, and audiences can tell. And because the creator opted in, the enthusiasm is real rather than obligatory.
What do brands get from opt-in gifting? A wide variety of content. Instead of one polished campaign asset, brands receive content from a diverse group of creators, each with a different style, format and audience. That variety is valuable for social channels, ads and product pages, and it shows how the product fits into many different lives.
Real reviews and testimonials. Creators share honest experiences with the product, giving brands authentic testimonials that build trust with new customers.
Reviews where they count. Beyond social content, brands can also receive reviews on their website or Google Business Profile, strengthening social proof and local search visibility.
Control over the whole process. Brands know who is receiving each product, what they've agreed to create, and where every gift is going. There's no mass mailout and no guessing.
Less waste, better return.
What do creators get? Creators get choice and respect. They only receive products from brands they want to work with, they decide what they'll offer in return, and they have creative control over how they share it. No more boxes of things they'll never use, and no more awkward silence afterwards.
Why is #gifted better for brands and creators? Traditional seeding put all the risk on the brand and all the awkwardness on the creator. #gifted rebalances the relationship. Creators get their voice and their choice back. Brands get predictable outcomes, diverse authentic content and real reviews. And because every gift is wanted, far less ends up as waste.
Influencer gifting was never a bad idea. It just needed consent, clarity and creative freedom built in. That's exactly what #gifted provides.
Ready to run gifting campaigns creators actually want to be part of? Start here.
Frequently asked questions What is #gifted? #gifted is an influencer gifting platform where creators opt in to gifts from brands they want to work with. Brands list products, experiences or gift cards, and creators apply while stating what content they'll create in return.
Why was #gifted created? #gifted was created to fix unsolicited product seeding. Creators were receiving gifts they didn't want, brands weren't getting reliable results, and unwanted products created unnecessary waste. Opt-in gifting solves all three.
Whato is influencer product seeding? Product seeding is sending free products to influencers in the hope they'll share them. Traditional seeding is usually unsolicited, so creators haven't agreed to receive the product or post about it.
Why doesn't traditional product seeding work well? Without an opt-in, there's no guarantee of content in return. Results for unsolicited seeding are low, with an industry baseline of around 40-60%, and unwanted products are often wasted.
How does opt-in influencer gifting work? Creators choose the gifts they want and state what they'll create before anything is sent. Brands select the creators who fit, so both sides agree on the outcome up front.
Do creators get creative freedom on #gifted? Yes. Creators decide how to introduce the brand to their audience rather than following a rigid brief, which produces more authentic content.
What kind of content do brands receive? Brands receive a variety of content from a diverse group of creators, along with genuine reviews and testimonials. Brands can also receive reviews on their website or Google Business Profile.
Does #gifted work with Shopify? Yes. #gifted integrates with Shopify, so brands can gift products directly from their store without manual orders or spreadsheets.
Is opt-in gifting more sustainable? Yes. Products only go to creators who have asked for them, which reduces unwanted items, excess packaging and unnecessary freight compared with mass seeding.
.png)
