As we approach 2025, influencer gifting is evolving into a strategic powerhouse for brands looking to authentically connect with audiences. Beyond the traditional “free product in exchange for post” model, influencer gifting strategies now emphasize hyper-targeted campaigns, community-building, and long-term partnerships with creators who truly resonate with the brand. In this post, we'll explore the top influencer gifting trends brands should know for 2025, each designed to build meaningful relationships, enhance brand awareness, and optimize ROI.
1. Hyper-Personalized Gifting
Influencers and creators receive dozens of PR packages every month, so personalization is critical to stand out. In 2025, successful brands are no longer sending generic packages; they’re crafting customized, experience-driven gifts tailored to each influencer’s personal interests, brand identity, and lifestyle. This trend reflects a shift away from mass distribution toward thoughtful gifting that resonates on an individual level.
Examples of Hyper-Personalization:
- Preference-based packages: Brands gather insights on favorite colors, scents, or personal needs (e.g., eco-friendly, vegan products) and build packages accordingly.
- Memorable unboxing experiences: Influencers are more likely to share products with unique, creative unboxing experiences, making personalization an opportunity to generate buzz.
Pro Tip for Brands: Collect influencer preferences through pre-gifting surveys or by studying their content closely to tailor gifts uniquely. A little detail goes a long way in making a memorable impression.
2. Gifting to Micro-Influencers & Nano-Influencers
Micro- and nano-influencers are gaining momentum as brands recognize the value of community-driven marketing. With high engagement rates and niche audiences, these creators are often more connected with their followers than macro-influencers, making them ideal partners for gifting campaigns in 2025. Their relatability and authenticity translate into genuine recommendations that can drive impactful results.
Benefits of Partnering with Smaller Creators:
- Higher engagement and trust from audiences, resulting in better brand loyalty.
- Cost-effective campaigns that allow for broader reach within specific demographics.
Pro Tip for Brands: Segment your influencer strategy by niche rather than follower count. A micro-influencer with a dedicated beauty community, for instance, can create as much impact as a larger creator within that niche.
3. Eco-Friendly and Sustainable Gifting
Sustainability isn’t just a trend—it’s an expectation. In 2025, brands are embracing eco-friendly packaging, responsibly sourced products, and sustainable shipping methods for their gifting campaigns. With sustainability on the minds of both creators and consumers, brands that show a commitment to eco-friendly practices gain credibility and favor among conscientious audiences.
How to Execute Sustainable Gifting:
- Use recycled, biodegradable, or minimal packaging.
- Choose sustainable and ethically sourced products.
- Partner with eco-conscious influencers who align with your brand’s sustainability values.
Pro Tip for Brands: Clearly communicate your sustainability efforts within the gifting package itself, perhaps through an insert card that explains the eco-friendly choices made.
4. Event-Based Gifting and Co-Creation Experiences
2025 is all about taking gifting beyond the product. Brands are investing in immersive, event-based gifting experiences, such as exclusive launch events, virtual co-creation sessions, and influencer-only brand retreats. These experiences not only provide influencers with shareable content but also allow them to forge stronger, emotional connections with the brand.
Examples of Event-Based Gifting:
- Brand retreats: Hosting small, focused retreats for top creators can create organic, high-quality content and build loyalty.
- Virtual co-creation sessions: Invite influencers to join product brainstorming sessions, allowing them to feel a sense of ownership over the product’s direction.
Pro Tip for Brands: Follow up event-based gifting with digital assets or sneak previews that creators can share, encouraging further engagement and a sense of exclusivity.
5. Gifting That Drives Social Good
Brands are increasingly partnering with influencers who have a platform for change, combining gifting with social good initiatives. This could include donating a portion of the proceeds from gifted products, offering a “give-back” option where influencers can donate to a charity of choice, or including items in the package that promote positive change.
Why Gifting with Purpose Matters:
- Today’s consumers, especially Gen Z and Millennials, favor brands that prioritize social responsibility.
- Creators are eager to support causes that align with their personal brand, making them more enthusiastic about sharing gifted products linked to a greater mission.
Pro Tip for Brands: Identify a cause related to your brand’s values and make it a part of your gifting campaign. Consider involving influencers in the selection of the cause for a collaborative and more impactful approach.
6. Multi-Touchpoint Gifting
In 2025, brands are moving toward multi-touchpoint gifting campaigns, where influencers receive multiple products or experiences over time to build a story around the brand. This long-term strategy helps audiences see the influencer’s genuine connection with the brand, promoting authenticity and trust.
Ideas for Multi-Touchpoint Campaigns:
- Seasonal packages: Send items that align with seasonal launches or holidays.
- Product journey: Share stages of product development or a collection launch in phases, creating a narrative over time.
Pro Tip for Brands: Think beyond one-off gifts and structure your campaign as a series, creating excitement and anticipation around each delivery. This consistency strengthens the influencer-brand relationship, leading to more organic and meaningful endorsements.
7. Data-Driven Gifting with Performance Metrics
Influencer gifting has often been hard to quantify in terms of ROI, but brands are now leveraging performance metrics to refine their gifting strategies. Platforms with tracking capabilities let brands gauge engagement, reach, and conversions tied to gifted products. Brands are moving toward data-backed decision-making, optimizing their gifting for the best-performing influencers and fine-tuning their targeting over time.
How to Use Data for Effective Gifting:
- Track engagement rates, conversions, and audience sentiment with each campaign.
- Use insights to refine gifting budgets, targeting, and influencer selection for future campaigns.
Pro Tip for Brands: Incorporate UTM links, discount codes, or specific hashtags to track each gifted influencer’s impact. Analyze the data to adjust future campaigns, rewarding top-performing influencers with follow-up packages.
Final Thoughts
As 2025 approaches, influencer gifting is evolving from a simple outreach tool to a strategic, personalized, and purposeful form of marketing. Brands that incorporate personalization, sustainability, community-building, and data-driven insights will stay ahead of the curve. The influencer landscape is more competitive than ever, and brands that elevate their gifting strategy to connect on a deeper level will build lasting, mutually beneficial partnerships.
By following these trends, brands can not only increase the impact of their influencer campaigns but also create a gifting experience that influencers and their audiences will genuinely value and remember.
