#gifted typically supports the discovery, content generation, and relationship-building layers of influencer marketing rather than guaranteed paid performance. Many brands use the platform to identify aligned creators, generate authentic assets, and build creator content into their marketing strategy.

Yes. Some brands use #gifted as an operational layer that complements agency strategy or internal planning. Campaign execution, creator sourcing, and content delivery can run within the platform while higher-level strategy, paid amplification, or performance measurement continues through existing marketing structures. This separation often improves efficiency without replacing established expertise.

Evaluation methods remain defined by brand objectives, but gifting campaigns frequently prioritise content usefulness, audience alignment, and engagement quality over direct revenue attribution. This can broaden how teams interpret influencer contribution, particularly in earlier funnel stages where awareness and credibility are the primary outcomes.

Performance-focused teams may still find value in authentic content generation, creative testing, or creator discovery through #gifted. While gifting itself is not structured around guaranteed conversion, the resulting assets and insights support later paid optimisation or retargeting activity within a performance marketing framework.