Influencer Gifting Done Right: Don't Send Them Tea, Send Them the Tea Set | #658 — Add To Cart: Australia’s eCommerce Show

Taryn Williams has been in the talent and creator world longer than almost anyone in Australia, and she saw where it was going before the rest of us. She started Wink Models at 21 with $30,000 of her own savings, launched the creative marketplace The Right Fit as influencers were becoming a thing, sold it, and now runs Gifted, a gifting platform for brands and creators. She also sits on boards and advises brands, so she sees the industry from every angle at once.

#Gifted started as a "simple" five-page website to fix a broken process: brands wanting to hand creators product for content, and creators cold-messaging brands for the same. Built like a dating app where creators swipe on what they want to receive, it now has around 11,000 creators and 5,000 brands, with a Shopify integration that automates inventory and captures content automatically.

We get into how to actually make gifting work (hint: relinquish control), how to measure it against a real goal, why founder energy has a use-by date, and the wild story of Taryn feeding Claude all her WhatsApp threads to build herself a brutally honest AI life coach.

In this episode:

Make gifting work by giving creators genuine creative control, because contrived briefs jar against the trust they've built with their audience
Measure campaigns against a specific goal with real tracking, not a vibe, because "drive sales" is where brands stop thinking when it's where they should start
Know when your founder energy runs out, the zero-to-two-years phase needs brute force, then you build a team and hand it on

Add To Cart listeners get 50% off their first month of #Gifted.
Head to hashgifted.com to redeem with discount code ATC50.

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