How Long Does It Take to See Results From a Gifting Programme?
This is the question that most often leads brands to underestimate gifting, and then abandon it too early.
The First 30 Days
In the first month of a gifting programme, you are primarily seeding, not harvesting. Products are going out, creators are receiving and trying them, and most have not yet posted.
Measuring a gifting programme on a 30-day window is like measuring a garden after one week of watering. Don't evaluate yet.
Days 30 to 90
This is where the majority of gifting content gets produced. Creators have had time to genuinely use the product, form a view, and find the right moment in their content calendar to feature it.
Month Three and Beyond
The compounding effect becomes visible after three to four months. New creators entering the pipeline continuously, earlier creators featuring the product for a second time, organic content accumulating and driving discovery.
A Realistic Expectations Framework
Week 1 to 3: Some early unboxing and first-impression content. Don't evaluate yet. Month 1 to 3: Core content production window. Month 3 to 6: Programme starts to compound. Month 6 and beyond: Network effects emerge.
Where Conciergia Fits
Conciergia gives brands visibility into where their programme is in this cycle: which creators have received product, which have posted, and which are engaging with the catalogue for a second time.