If you’re an early-stage founder, chances are you’ve been told to “just send it to influencers.” Gifting sounds like a no-brainer growth strategy. Low cost. High exposure. Viral potential.

But here’s what most people don’t tell you: free product isn’t free when it costs you time, inventory, and momentum without a return.

Gifting can be powerful, but only when used intentionally.

Here’s how to stop wasting product and start making your gifting strategy work.

1. If You’re Not Clear on the Goal, You’re Just Giving Product Away

Before you send anything, ask yourself what you’re hoping to get in return. Is it content? Sales? Brand awareness?

Without a clear objective, it’s impossible to measure success or know if your efforts are working. And when you’re sending out $20 to $50 worth of product, packaging, and shipping, that adds up fast.

A few smart goals:

  • Generate 3 to 5 pieces of repurposable UGC
  • Get authentic testimonials from your ideal audience
  • Drive traffic during a specific campaign window

Treat gifting like any other channel. Define what success looks like before you start.

2. Not All Influence Is Created Equal

Follower count does not equal impact. Some of the best returns we’ve seen come from micro-influencers who have tight-knit, trust-rich audiences.

Instead of casting a wide net, start narrow:

  • Focus on people who align deeply with your values and aesthetic
  • Look for creators who already talk about similar products
  • Review their past engagement to assess quality, not just quantity

And always remember, gifting is not a shortcut to community. Relationships still matter. So personalize your outreach and respect creators’ time.

3. Gifting Without a Follow-Up Strategy Is a Dead End

Even if you get great content or exposure, most founders drop the ball after the product is sent.

You need a plan to:

  • Reshare or repurpose UGC strategically
  • Track redemptions or impact (use unique codes or URLs)
  • Re-engage creators who genuinely loved the product

Otherwise, that spike in traffic or awareness disappears in days.

Gifting is a starting point, not a standalone solution. Build it into your full funnel, not as an afterthought.

Make Your Marketing Count

At early stage, every dollar and every decision matters. That’s why the Marketing and Growth module of the Makers Mindset Accelerator teaches you how to:

  • Build campaigns with clear ROI
  • Identify and leverage the right channels at the right time
  • Create marketing systems, not one-offs
  • Use community and brand voice to drive conversion and loyalty

No application. No gatekeeping.
Just proven strategies designed for real growth.

Enroll now →