I believe the most crucial part of a successful gifting or seeding strategy is thorough research. Looking beyond just follower count, I pay close attention to an influencer’s content style, audience engagement, and even their comment sections to get a sense of how they typically respond to gifted products. This helps ensure we partner with influencers who are genuinely aligned with the brand and likely to follow through. Clear, upfront communication is also key—setting expectations from the beginning and maintaining a professional, respectful relationship helps create a smoother process and better results.

One of the most important ways to ensure social media content aligns with a brand’s voice and values is by doing thorough research on any influencers or partners before collaborating. Since influencers often become the face of the brand, it’s essential that their personal image and messaging reflect the brand’s identity. Additionally, maintaining a consistent posting schedule and visual style across platforms helps create a cohesive, recognizable presence that reinforces the brand’s voice.

I naturally gravitate toward content that feels unique and outside of the box. Instead of standard influencer posts, I’m drawn to videos that are funny, creative, and highlight the creator’s personality. I find this type of content much more engaging—it stands out and feels more authentic. For example, I really enjoy content from creators like Elyse Myers, who uses humor and storytelling in a way that feels relatable and genuine.