How to Send Your Products to Influencers

Getting your product into the hands of the right social media creator can be a game-changer, but just mailing out free stuff isn’t a strategy. A successful influencer gifting campaign is built on genuine connection, thoughtful personalization, and a memorable experience that makes creators want to share you with their audience. This guide breaks down the right way to find influencers, reach out with a message that works, and send a package they’ll be excited to share.

Before You Send Anything: Finding the Right Influencers

The success of your product seeding efforts depends entirely on choosing the right partners. A random-shotgun approach wastes time, product, and money. Instead of just looking for big numbers, focus on finding a genuine fit. This is where your strategy starts.

Think Small to Win Big: The Power of Micro-Influencers

It’s tempting to chase creators with hundreds of thousands or millions of followers, but these macro-influencers often come with hefty price tags and lower engagement rates. The sweet spot for many brands, especially those just starting out, is micro-influencers (roughly 10,000 to 100,000 followers).

Why do they work so well?

• Higher Engagement: They tend to have a deeper, more personal connection with their audience. Their followers are more like a community, and they trust their recommendations. A comment section filled with real conversations is far more valuable than one with thousands of fire emojis.
• Niche Authority: Micro-influencers are often deeply focused on a specific topic - whether it's sustainable fashion, vegan baking, or vintage camera gear. This gives them immense credibility within their niche.
• More Accessible: They are more likely to be open to product gifting collaborations, whereas larger creators almost always require a paid contract for any kind of promotion.

Audit Their Content for Brand Fit

Before you even think about writing an email, spend at least 15 minutes scrolling through an influencer’s feed. Ask yourself a few critical questions:

• Is there aesthetic alignment? Does the way they style their photos and videos match your brand’s visual identity? If your brand is bright and colorful, an influencer with a mostly monochrome, minimalist feed might not be the best visual match.
• Do their values align with yours? If sustainability is a core part of your brand, look for creators who are already talking about conscious consumerism or eco-friendly topics. A partnership feels authentic when it makes sense.
• Are they already creating similar content? Look for creators who are already reviewing or showcasing products like yours. If you sell high-end skincare, a creator who regularly posts their multi-step "get ready with me" routines is a natural fit.

Don't be afraid to dig deep. A post from six months ago might reveal a partnership with a direct competitor or a set of values that completely contradicts your own. Due diligence here saves a lot of headaches later.

Crafting an Outreach Message That Actually Gets Read

Influencers, even smaller ones, get dozens of pitches a day. Most are generic, copy-pasted templates that get deleted immediately. Your goal is to stand out by being personal, professional, and respectful of their time.

Personalize, Personalize, Personalize

If you take one thing away from this section, let it be this: never send a generic outreach message. Show that you’ve actually engaged with their content and understand who they are.

Your opening line should never be "Dear Influencer" or "Hi there." Use their first name and immediately reference something specific. For example:

"Hi [Creator's Name],
My name is [Your Name] and I’m the founder of [Your Brand]. I've been following your page for a while and absolutely loved your recent video on prepping for a hiking trip - especially your clever packing tips!"

This simple opening proves you’re not a bot and that you see the value in their work. It instantly sets you apart from 90% of the other emails in their inbox.

Keep It Simple and to the Point

Your outreach email should be brief and easy to scan. Don't write a novel about your company's history. Instead, follow a simple structure:

1. The Personal Connection (see above): One to two sentences showing you're a real fan.
2. A Brief Intro to Your Brand: One sentence explaining who you are. "We make rugged, waterproof backpacks for outdoor adventurers."
3. The "Why": Explain why you think they are a good fit. "Because you create such great content around minimalist travel and exploration, I thought our new daypack might be a perfect fit for you."
4. The Offer (No Strings Attached): Be crystal clear. "I'd love to send one over for you to try out, with absolutely no obligation to post. Just a gift from us."
5. The Call to Action: Make it easy for them to say yes. "If you're interested, please let me know the best shipping address and your color preference. Thanks so much for your time!"

By framing the outreach as a gift with no strings attached, you remove pressure and build goodwill right from the start. It shifts the dynamic from a transaction to a genuine offer.

The Secret Weapon: Creating a Memorable Unboxing Experience

Once an influencer agrees to receive your product, your next job is to make the delivery as memorable as possible. Top creators have shared that a thoughtful, well-packaged product is far more likely to get organic screen time. The unboxing itself should feel like part of the gift.

Invest in Great Packaging

This doesn't mean you need to spend a fortune, but putting thought into the presentation goes a long way. The standard brown mailer from Amazon won’t cut it. Consider:

• A branded box or mailer bag.
• Custom tissue paper with your logo.
• A simple sticker to seal the wrapping.
• Crinkle-cut paper filler or other eco-friendly materials instead of bubble wrap.

The goal is to create a delightful visual experience from the moment the package arrives. If it looks good, they're more likely to film it for their Stories.

Add a Handwritten Note

This is arguably the most impactful element of your entire package. In a digital world, a personal, handwritten note stands out. It demonstrates care and reinforces that you see them as an individual, not just a marketing channel.

Reiterate the message from your outreach email. Reference the specific post you liked or the reason you thought of them. A good note might say:

"[Creator's Name],
It was so great connecting with you! I really hope you enjoy the backpack - I'm looking forward to seeing what adventures you take it on. Thanks again for inspiring so many people to get outside.
All the best,
[Your Name]"

The Follow-Up and Engagement Strategy

Your job isn’t over once the package ships. The follow-up is where you cement the relationship and maximize the impact of any content they create.

Keeping in Touch Without Being Pushy

About a week or two after you’ve shipped the product, it’s appropriate to send a brief, polite email to confirm they received it. Ship with tracking so you know when it’s delivered.

Your check-in email should be short and simple: "Hi [Creator's Name], just wanted to quickly check in and make sure your package arrived safely. Hope you love everything!"

That's it. Do not ask if they are going to post or when. If you have offered a true gift with no strings attached, asking for content is a surefire way to break their trust and ruin the goodwill you've built.

Engage with Their Content Instantly

If the creator does post about your product - great! Now it's your turn to shine. You need to be ready to engage the moment their post goes live.

• Turn on post notifications for the influencers you’ve gifted so you don’t miss it.
• Leave a thoughtful comment immediately. Go beyond "Thanks for sharing!" and say something specific about their photo or video. "This looks incredible! Love how you styled it for your trip to the coast."
• Share their post to your brand's Instagram Stories, making sure to tag them prominently. This gives them exposure to your audience and shows you appreciate their valuable social media content.
• Engage with the comments on their post. If their followers are asking questions about the product, jump in and answer them!

Track Your Results to Refine Your Strategy

Even though you’re gifting products, you should still track what’s working. Keep a simple spreadsheet with columns for:

• Influencer Name
• Date Sent
• Product Sent
• Did They Post? (Link to Post)
• Unique Discount Code (e.g., [INFLUENCERNAME]15)
• Sales/Traffic from Code

Over time, this data will help you understand which types of influencers and products drive the best results, allowing you to build real, lasting partnerships with creators who are authentically driving growth for your brand.

Final Thoughts

Successfully sending your products to influencers is less about a transaction and more about building a genuine relationship. By focusing on the right people, communicating personally, and creating an experience worth sharing, you can turn a simple gift into powerful, authentic brand advocacy.

And when those influencer posts go live, managing the resulting wave of comments, questions, and DMs is the next challenge. We built Postbase with a unified inbox that brings all your social conversations into one place, so you never miss an opportunity to engage with the new audience your influencer partners send your way.

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