I once thought that the goal of every influencer or content creator was to get free stuff, but I was so very wrong. Let’s get into the downsides of gifted collaborations–the opportunities that sound like you’re getting free products… but actually have a lot of strings attached.
When you first start content creating, the idea of getting gifted products is absolute goals. I remember when I first started blogging, I couldn’t even imagine that a company, let alone a big company, would want to send me something.
But as I’ve grown as a creator, I’ve honestly had to say no to a lot of gifts, because I’ve realized that they often come at a cost.
The Truth Behind Receiving Free Products as an Influencer
If you want the video-version of this post, watch it below! Otherwise keep scrolling for the blog post!
The Difference Between PR and Gifted Collaborations
First, let’s clarify the difference between PR and a gifted collaboration or partnership. People are using these terms a little too loosely these days.
PR is usually a product that is sent without any strings attached, at least on paper. You don’t have to provide specific deliverables, the brands shouldn’t ask to approve any content, and they shouldn’t come after you if you receive the product and don’t post about it.
A gifted collaboration or partnership, on the other hand, is when you receive something in exchange for specific deliverables. A brand might say, “Hey, we’d love to send you this product in exchange for a post or an unboxing or review.” Whether or not a formal contract is signed, there is still an agreement being made. You are receiving something in exchange for providing a service.
For myself, now that I create content full time, I don’t accept pretty much any gifted partnerships, and though I do receive tons of PR, I’m still wary of taking on too much.
Reason #1: They can be Exploitative
If a brand is sending you a product, they are doing so as a marketing initiative, not out of the goodness of their heart. They want you to promote their product for free.
Sometimes this ask is explicit, as it is with a gifted collaboration, but even with PR, though they might say you don’t have to post about the product, there is still an expectation that you will.
But the thing is, creating content is work, and promoting a product is a service—a service that brands should be paying for. So whether a brand wants to send you some PR or to do an actual gifted partnership, they are hoping to exploit you for some free labour.
I find this to be a bit sneaky, especially when it comes from big brands that should have a marketing budget.
If a brand wants me to promote their products, I would much rather engage in a formal partnership where they communicate their campaign goals, where we can discuss different platforms and content types that will add the most value to their campaign, and where, of course, I can be fairly compensated for bringing awareness to their brand or product.
If a brand reaches out asking me, essentially asking me to work for free, this is my go-to response:
“Hi [Brand], I appreciate you reaching out. I love the sound of your products and definitely think my audience would love to hear about them. That being said, I’m not currently taking on any unpaid partnerships. Do you happen to have a budget for a campaign? I’d be happy to send over my rates or media kit and discuss further if you’re interested.”
This works more often than you would think, because in my experience, though a lot of brands will approach you with a gifted partnership first, they actually have a budget in their back pocket. But of course, not every gifted partnership offer can be turned into a paid one.
If a brand responds saying they don’t have a budget, it’s up to you whether you want to say yes or no.
Reason #2: There’s not Enough Time
PR products and gifted collaborations can stack up fast, leaving you with more products than you have hours in the day to test and review everything effectively.
As a content creator, I have to prioritize my organic content first, followed by my paid partnerships, and so PR items are quite low on the to-do list. This means they end up piling up higher and higher and higher in my closet as I feel increasingly guilty about not getting to them.
Even when I’m not explicitly being asked to create content, as we know, there’s an expectation. If we don’t ever post the products we’re sent, the brands are unlikely to want to send future product highlights and launches.
So it’s important to be selective.
Don’t say yes to every single free thing someone wants to send you, and risk getting in the bad books of the brands you really like because you were so weighed down by products.
Reason #3: Wastefulness
Nobody needs a million shampoos or cleansers.
But when you accept tons of PR items, that’s what you end up with. Far too many products, that you’ll absolutely never be able to use in your lifetime.
How much of a particular product can you really use before it expires?
Not as much as you think. I’m still using products long after they expire because I don’t like them going to waste… which is probably not great for my skin or hair. I try my best to give products to my family and friends when I’m not able to finish them, but still so much ends up as garbage.
I do wish I could donate more products, but understandably, donation sites do not accept open and used bottles of product. And as an influencer… you need to open and test the product at least once to share your thoughts on it.
I really encourage creators to think twice before accepting products if they already have a huge backlog. There’s so much waste and excess in our industry, and we should try our best not to add to the problem.
When Do I Say “Yes” to PR and Gifted Collaborations?
I do of course still accept tons of PR, and some very selective gifted opportunities. So when do I know an opportunity is a good one?
- It’s a product for an exclusive launch that I know people will want reviews on.
- It’s something expensive that I want, but couldn’t bring myself to spend money on.
- It’s a product in a category or niche that I have not yet successfully expanded into, and if it will help me build a portfolio in those categories.
I am also more likely to say yes to PR than I am a gifted partnership where I’m explicitly asked to post. The commitment is low, and I can work on my own time.
Related Post: How to turn PR Packages into Cash (Without Selling Them)
Final Thoughts on the Downsides of Gifted Collaborations and PR
I hope this post will help you discern whether or not you should be accepting specific PR requests, or offers to do a gifted collaboration or partnership.
As a creator who is looking to turn content into a business, the priority should not to be determined by ‘free stuff’, but rather, working towards having a steady income stream.
So be selective about what you take on, and focus on the business!
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