Paid collaborations involve actual money, where you’re compensating influencers for their time, effort and content creation. This often comes with a formal agreement, giving you more control over the deliverable - a structured business partnership, if you will.

Contra, on the other hand, is all about gifting products or services to influencers in exchange for organic content. No cash involved; instead, influencers try your product, love it (hopefully), and share it with their audience because they genuinely want to. It’s a budget-friendly way to build buzz, collect amazing UGC, and connect authentically with creators.

Both approaches have their perks, but contra if where #Gifted truly shines.