WHY ‘SURPRISE AND DELIGHT’ DOESN’T APPLY TO INFLUENCER GIFTING

Summary from the TLDR Marketing newsletter

The traditional “surprise and delight” approach to influencer gifting is losing popularity as creators express discontent with wasteful and unprompted packages. Brands are advised against cold mass gifting. Personalization, social listening, and thoughtful communication are becoming crucial to forming strategic relationships. Reducing the quantity of products sent can also create exclusivity and enhance brand buzz.