In today’s competitive e-commerce landscape, influencer marketing is one of the most effective ways to reach engaged audiences, drive sales, and build lasting brand trust. But with so many collaboration types—affiliate influencer campaigns, gifted campaigns, and paid campaigns—many brands ask: Which one delivers the best ROI?

The truth is, the answer isn’t one-size-fits-all. Each campaign model has unique strengths, costs, and ROI potential. In this guide, we’ll break down the differences, analyse ROI benchmarks, and show you how e-commerce brands can strategically leverage each campaign type using platforms like Referwo to maximise returns.

What Are the Three Main Types of Influencer Campaigns?

1. Affiliate Influencer Campaigns

Affiliate influencer campaigns reward creators with a commission for every sale they generate. Instead of paying upfront, brands share a percentage of revenue, making this a performance-driven model.

Benefits for Brands:

• Low upfront risk—pay only for results.
  
• Scalable—works with micro to macro influencers.
  
• Easy tracking with discount codes or referral links (Referwo automates this process with real-time ROI tracking).
  

Best for: Brands focused on sales conversions and long-term partnerships with influencers who act as true brand advocates.

2. Gifted (Product Seeding) Influencer Campaigns

Gifted campaigns involve sending influencers free products in exchange for content. These collaborations focus on brand awareness and content creation rather than direct sales.

Benefits for Brands:

• Cost-effective way to generate UGC (user-generated content).
  
• Builds authentic relationships with influencers.
  
• Scales well with nano and micro influencers who appreciate free products.
  

Best for: Brands wanting authentic UGC, awareness, and reviews without a large upfront budget.

3. Paid Influencer Campaigns

Paid campaigns involve compensating influencers with a flat fee to promote your brand. Payment often reflects reach, engagement rates, and influencer tier.

Benefits for Brands:

• Guaranteed content delivery and posting schedule.
  
• Access to high-reach creators with broad audiences.
  
• More control over campaign deliverables.
  

Best for: Brands seeking large-scale visibility and awareness campaigns with guaranteed influencer commitment.

Influencer ROI Comparison: Which Campaign Type Performs Best?

ROI can be measured differently depending on a brand’s goals—sales, reach, or content value. Here’s how they stack up:

📊 Industry benchmarks show that influencer marketing delivers an average $4.12 EMV per $1 spent—outperforming traditional paid ads.

Affiliate vs. Gifted vs. Paid: Choosing the Right Strategy for Your Brand

The best influencer strategy depends on your campaign goals. Here’s how to decide:

If your goal is sales and measurable ROI:

Choose Affiliate Influencer Campaigns. Platforms like Referwo’s Affiliate Tracking System let you measure conversions in real time, automate commission payouts, and scale without manual work.

If your goal is authentic UGC and brand awareness:

Start with Gifted Campaigns. Sending free products can help you build relationships with nano and micro influencers, who often have highly engaged audiences. Many Referwo brands use this strategy to generate relatable product reviews that boost social proof.

If your goal is large-scale reach and brand positioning:

Go with Paid Influencer Campaigns. These ensure content delivery and reach but work best when combined with gifted or affiliate campaigns for longer-term ROI.

How Referwo Helps Brands Maximise ROI Across All Campaign Types

Referwo is built for e-commerce brands looking to streamline influencer marketing, whether running affiliate, gifted, or paid campaigns. Here’s how:

• Affiliate Campaigns → Automated tracking for sales, ROI, and discount codes.
  
• Gifted Campaigns → Send free samples easily through Referwo’s CRM, and collect authentic UGC that drives sales.
  
• Paid Campaigns → Launch structured paid campaigns, set deliverables, and access vetted influencers with proven performance.
  
• Influencer Dealshub → Extend visibility with 24/7 exposure even after collaborations.
  
• Performance Dashboard → Track sales, engagement, and ROI in one place.
  

Example: Thread the Word generated $42,000 in sales from 148 influencer collaborations, proving how multi-campaign strategies drive measurable impact.

Practical Tips for Boosting Influencer ROI in 2025

1. Mix Campaign Types: Use gifted campaigns to seed products, then transition successful influencers to affiliate or paid deals.
   
2. Leverage Micro-Influencers: Research shows micro-influencers deliver higher engagement rates than macro influencers.
   
3. Repurpose UGC: Use influencer content across ads, email marketing, and product pages for extended ROI.
   
4. Track Everything: Use Referwo’s real-time ROI tracking to measure conversions and optimise campaigns.
   
5. Focus on Authenticity: Audiences trust UGC 10x more than branded ads, boosting purchase intent.
   

Final Verdict: Which Campaign Delivers the Best ROI?

• Affiliate campaigns deliver the strongest sales ROI with minimal upfront risk.
  
• Gifted campaigns are best for cost-effective UGC and authentic awareness.
  
• Paid campaigns excel at guaranteed reach and fast visibility.
  

👉 The highest ROI comes from combining all three strategically. Use gifted campaigns to test influencers, affiliate campaigns to scale sales, and paid campaigns to amplify brand reach.

Ready to Maximise Your Influencer ROI?

With Referwo, you don’t need multiple tools or endless spreadsheets. Our all-in-one platform helps you create, track, and optimise affiliate, gifted, and paid campaigns effortlessly.

📢 Start growing your e-commerce brand today:

• Start Your Free Trial
• Book a 15-Minute Demo

Referwo isn’t just another tool—it’s your partner in driving sales, awareness, and ROI through influencer marketing.

Further Reading:

• Why Referwo is Australia’s Leading Influencer Marketing Platform for E-commerce Brands
• Mastering Social Media Strategies: Unlock Brand Growth and Engagement with Referwo