David Maffei, the owner of Halfsies Cookie Company in New York, has made it clear that freebies are not an option for influencers, including a bride-to-be who requested free batches of cookies for her bridesmaids. Maffei, who has seen an influx of such requests, decided to publicly expose these individuals on social media in order to shed light on the trend and warn other small businesses that may be targeted by similar requests.
Other businesses worldwide have also taken a stand against content creators demanding complimentary products or services in exchange for social media exposure. Stratis Morfogen of Brooklyn Chop House and Brooklyn Dumpling Shop and executives of Lucky Ramen and Sushi have all expressed their reluctance to provide freebies to influencers. Maffei’s own experience with a bride-to-be seeking free cookies for her bridal party resulted in a viral post that garnered over 1.2 million views online.
The bride-to-be in question had less than 2,500 combined followers on Instagram and TikTok, leading Maffei to question her qualifications as an influencer. He emphasized the importance of legitimacy when it comes to online presence and expressed the need to be selective in choosing who receives free products from his company. While he understands the desire to grow one’s brand as an influencer, Maffei maintains that he must prioritize the success and sustainability of his own business.
Maffei’s straightforward response to the bride-to-be’s request highlighted the challenges faced by small businesses dealing with individuals hoping to score free products without a genuine following. By sharing his interactions with these content creators on social media, Maffei hopes to educate others in the industry and prevent them from falling victim to similar scams. The rise of influencers seeking free goods in exchange for exposure has led many businesses to take a stand and prioritize paying customers over those looking for handouts.
As an owner of a small business, Maffei understands the importance of staying afloat in a tough economy and acknowledges the risks associated with providing free products to anyone who asks for them. While he wishes to support aspiring influencers, he also needs to protect his business interests and make strategic decisions about whom to collaborate with. By publicly addressing these issues, Maffei hopes to bring awareness to the challenges faced by small businesses and stress the importance of authenticity and integrity in influencer marketing.
