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Gifting

Sending products without a fee, in the hope of a voluntary mention.

Moritz Lambrecht

Updated: August 7, 2026

Definition

Gifting means sending products to creators free of charge, without an agreed deliverable. It does not replace paid collaborations. It is a tool for testing product fit, building relationships and prompting organic mentions.

Also known as: Product seeding, Seeding

What it is good for

Gifting works for broad reach building and as a pre-selection step before larger collaborations.

It does not deliver predictable results: whether and how a creator posts is entirely their decision.

What raises the hit rate

Personal outreach instead of bulk shipping, plus products that fit the creator's existing content line.

Disclosure rules still apply to gifting as soon as something of value changes hands.

About the author

Moritz is an expert in data-driven influencer marketing as well as co-founder and CEO of the influencer marketing agency Ad Specialist. Together with his team, he has already implemented over 10,000 influencer campaigns and managed more than €50 million in advertising budgets for customers such as HelloFresh, Emma, Clark, mymuesli and many other well-known e-commerce companies. His focus is on helping e-commerce companies grow profitably through creative and measurable influencer marketing strategies on channels such as YouTube, Instagram and Twitch.

Through his performance-oriented and effective approach, he has built a reputation as a leading expert and speaker in German e-commerce. In this blog - as well as on LinkedIn and his YouTube channel - he regularly shares valuable insights about data-driven influencer marketing.

Learn more about Moritz

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