Summary
Brands are rethinking influencer gifting and sponsored trips as audiences grow wary of inauthentic, “out of touch” activations. Marketers report that while most still send free products to creators, few see meaningful advocacy in return, and campaigns often produce low‑quality content. Some brands are shifting toward community‑focused experiences, such as taking fans to exclusive events instead of gifting influencers. Others aim to spark authentic storytelling by providing creative freedom or by designing gift packages that inspire emotional connection. Even lavish influencer trips remain in use but are increasingly tailored for relevance and deeper engagement rather than sheer spectacle.
Marketing Week
