Open Instagram or TikTok, and there’s a good chance you’ll see someone unboxing a package they didn’t pay for.
A designer handbag, a beauty collection, a personalized box filled with products.
Welcome to influencer gifting.
For years, brands have sent free products to creators, hoping they’ll share them with their followers.
But according to a new Vogue report, the strategy is becoming increasingly crowded.
Data from creator-commerce platform ShopMy suggests that brands are sending 350% more gifts annually than they did in 2022.
That’s a lot of free stuff.
But here’s the interesting part: more packages don’t necessarily mean more attention.
As social media becomes increasingly competitive, simply sending a product to someone’s doorstep no longer guarantees an Instagram Story, TikTok video or positive review.
Some creators now expect payment for guaranteed promotional content, while others receive so many packages that individual products struggle to stand out.
And algorithms aren’t making things easier.
Content doesn’t automatically reach a creator’s entire audience anymore, meaning brands can’t always predict how many people will see a post.
So, fashion and beauty companies are rethinking their approach.
Instead of sending hundreds of identical boxes, some are focusing on smaller groups of creators whose personalities and audiences genuinely match their products.
Others are using affiliate links, paid partnerships and personalized experiences to track results more clearly.
For Gen Z, the conversation goes beyond free skincare and designer accessories.
It raises a question about authenticity.
When someone’s feed is filled with gifted products, how do we know which ones they actually love?
Because sometimes the strongest recommendation isn’t another perfectly filmed unboxing.
It’s someone buying something with their own money.
