affiliate links being backlinks for SEO<\/a>.<\/p>\nAll of the sudden a channel that worked for small brands is no longer accessible because the media companies require advertising budgets starting at $5,000.\u00a0 \u00a0This lets the big brands dominate and knocks the smaller players out of the running.\u00a0 Around this same time niche sites and creators began to lose because the media companies took their space in the search engines for queries that a niche site should show up for.\u00a0 Not all of them got wiped, but there were far less to work with.\u00a0 Then the next change happened.<\/p>\n
Google decided to surface reddit on almost every shopping query (at least it seems like they do) along with a bunch of UGC (user generated content) platforms.\u00a0 These platforms took over from the niche sites which created a new opportunity for affiliate programs, but also a substantial risk for brands.\u00a0 \u00a0It is not hard to find the affiliates leaving comment spam as users, building content as unbiased blog posts, etc\u2026\u00a0 If you recruit them in, they can start driving sales fast.<\/p>\n
The issue is many do not use advertising disclosures, will not follow brand guidelines, and make misleading claims about discounts or deals when none are available if you use their links.\u00a0 They may also start responding to customers and potential customers as they ask questions and give non-factual information or spam an affiliate link with no disclosure.\u00a0 If you allow the wild west like this, you lose control over your brand and your affiliate program terms are no longer enforceable.\u00a0 It is a substantial risk if you get caught, so we don\u2019t recommend it.\u00a0 Then another shift happened.<\/p>\n
Smaller affiliates saw big brands paying out money for placements, so they jumped on the bandwagon (as they should).\u00a0 Niche sites showed up to conferences with media kits instead of promotional opportunities because they needed to make up for the revenue lost from Google traffic, but no way to deliver on the traffic and sales like the mass media companies.<\/p>\n
When they couldn\u2019t deliver and only promised exposure that didn\u2019t actually exist, their revenue began to dry up and so did the opportunities.\u00a0 I personally think there is a lot of value if approached the right way.\u00a0 We\u2019ve been able to take niche creators and dominate queries in Google as well as YouTube and other platforms.\u00a0 But it takes work and breaking their g0-to strategies.\u00a0 The big thing these creators did was a brand review that showed up in Google or YouTube for \u201cbrand + review\u201d.<\/p>\n
This is a mid-funnel touchpoint so there is some value.\u00a0 But there is no way for the \u201cinfluencer\u201d to scale or grow it.\u00a0 This touchpoint relies on the brand having their own traffic, and the creators cannot scale sales unless the brand increases it\u2019s own efforts.<\/p>\n
The influencer or review affiliate is parasitic meaning it can only make a sale once a brand brings a customer into their own funnel and that customer looks for a review.\u00a0 More customers looking for review, more sales for the review affiliate.\u00a0 Less customers searching for a review, less sales for that affiliate.\u00a0 If the brand has no program, they can work on getting actual customer reviews to show up for these phrases and be more profitable as there are no more commissions and network fees on their own traffic looking for reviews.<\/p>\n
Then the nail in the coffin happened for a large chunk of these niche sites and creators, Google wiped many of the sites that had non-branded traffic out devastating their remaining income so they left the space.\u00a0 Again, not all niche sites got hit, we work with a lot that are thriving and some that are scaling.\u00a0 These people rarely ever post publicly, they just focus on their businesses.\u00a0 But there are less and less of them.<\/p>\n
Here\u2019s an example of an established niche affiliate with multiple domains.\u00a0 The screenshot below is one that just started taking off after a few years of regular posting and has zero traffic for brands and vendors.\u00a0 It\u2019s all high-intent shopping queries brands cannot reach without them, and informative guides that are easily monetized.<\/p>\n
![\"niche](\"https:\/\/adamriemer.wpenginepowered.com\/wp-content\/uploads\/2026\/02\/niche-sites-are-thriving-in-seo.jpg\")
<\/p>\n
The industry continued to evolve and other types of affiliates began becoming the norm.\u00a0 YouTubers, streamers, apps that let you design rooms or find outfits at reasonable prices, social media influencers, and communities.\u00a0 But some of these come with upfront costs.<\/p>\n
YouTubers, influencers, and streamers have fixed media costs where they have to film, edit, get product, etc\u2026 If you want them to work with you, you need to provide product and possibly pay a production fee.\u00a0 If you won\u2019t send product, one of your competitors will and the competitor will get the promotion.<\/p>\n
Some will do it on a rev share basis, but only if there are no brands with budgets trying to work with them.\u00a0 The minute a competitor will pay for the content, they take the priority and you lose.\u00a0 I\u2019ve been on the end where the brand asks why content doesn\u2019t go live, but also won\u2019t pay a media fee or send product.\u00a0 It\u2019s not an easy situation.<\/p>\n
When a brand owner who won\u2019t listen and send products, but their competitors will, the brand owner assumes the channel doesn\u2019t work.\u00a0 Affiliate marketing does work, just not how the company owner wants it to because that founder won\u2019t work within the channel\u2019s needs.<\/p>\n
This is something in-house affiliate managers approach me about when their bosses don\u2019t listen.\u00a0 The best I can tell them is to keep trying to educate their bosses, share examples from the partners their bosses, and to keep looking for traditional style affiliate relationships or a new job.\u00a0 One of these conversations really stuck out with me recently, so that is why I\u2019m finally publishing this post.<\/p>\n
So is affiliate dead, can you still get partners on a performance only basis, and what\u2019s left?<\/p>\n
What You Can Do<\/h2>\n
Affiliate marketing is not dead, its thriving.\u00a0 While smaller brands and mid-size companies have large barriers to entry, they can still compete.\u00a0 If your company goes viral, this opportunity can be seized to bring in performance only partners and scale your program faster because you are in demand.<\/p>\n
But this wears off so make sure you use the opportunity while it exists and say no to \u201ctalent managers\u201d as they reach out for their \u201ctalent\u201d to demonstrate product and ask for media fees.\u00a0 Have their talent earn commissions on a performance basis.\u00a0 The talent wants to use your product or service to grow their audience, they need you right now, but the scales will turn eventually so tread lightly.<\/p>\n
Stick to your position and do not let it become the norm, especially while your company is the \u201cit\u201d brand that everyone wants.\u00a0 But also build the relationship and find a way that works for both of you, this normally involves pulling the management company out of the picture.\u00a0 Easier said than done, but very doable when the management company won\u2019t cooperate and the influencer wants to work with you.<\/p>\n
The same thing goes when you have media companies, influencers, and content creators knocking on your door to promote you.\u00a0 Have the affiliate program as an option but insist on no reviews and no coupon or deal content.\u00a0 The goal is to have them drive new customers to you, not intercept your own traffic and send it back for a fee.<\/p>\n
For the rest of us, here\u2019s what we can do to make affiliate work if we don\u2019t want to pay media fees.\u00a0 But remember it is going to take a lot of work and a heck of a long time to get close to break even.\u00a0 And be ready for rejection, you\u2019ll get a lot.\u00a0 But with the rejection can come feedback about the product including features you are missing but the partners and consumers want, selling points you forgot to include on your website, and opportunities to learn how to get more competitive in the space.<\/p>\n
Have data and be ready to make a revenue case<\/h3>\n
Know your data and make a case based on the partner\u2019s audience and traffic once you get their attention.\u00a0 When you know the affiliate has a video showing up for \u201cXYZ phrase\u201d in Google or YouTube, talk to your PPC team to find the conversion rate.\u00a0 Next go to the data team and ask them what the AOV is.\u00a0 If you\u2019re a small brand, congrats, you\u2019re likely both of these people and you can find it in Google Ads or analytics.<\/p>\n
Share this information with the partner.<\/p>\n
$100 AOV on ABC phrase<\/p>\n
5% conversion rate<\/p>\n
10% commission<\/p>\n
For every 100 clicks the affiliate can expect to make $50 on a repeat and regular basis with us.\u00a0 That\u2019s a potential $600 per year if they get exactly 100 clicks each month.\u00a0 As long as no brands come in and sponsor or pay for the content, this is where you can compete.<\/p>\n
Audience matches can work too.\u00a0 Ask the partner what the majority of their audience is, then look in your conversion data to see which products and variants of the products convert best for that specific grouping.\u00a0 Now do the calculations based on views and impressions from media buys and ad serving.\u00a0 If the partners is making $20 off of ad serving or a big brand with lower commissions that has leaks and low-value affiliates overwriting tracking, they could make an extra $30 with you, and that is a big selling point for them.<\/p>\n
Run a clean program<\/h3>\n
One very important thing is to have a clean program meaning no end of sale touch point partners.\u00a0 You can approach the niche site and influencer affiliates promoting big brands and let them know that you will protect their commissions rather than letting a coupon site or browser extension swoop in at the last second and take credit for their sales.<\/p>\n
This is one of the most effective sales pitches we use once we have an open line of communication with a potential partner and they say \u201caffiliate doesn\u2019t work\u201d.\u00a0 I\u2019ll sometimes go as far as filming a quick video showing their tracking being overwritten.<\/p>\n
While creators are more inclined to work with big brands, if they understand what you\u2019re saying, they may go with your company as they\u2019re more likely to keep the commissions on the customers they referred.\u00a0 But you have to convince them to try affiliate again and make a case for it.\u00a0 Clean programs are one of the talking points you can use that is effective if you can share it in an easy-to-understand way.<\/p>\n
Pitch the editors<\/h3>\n
The ad sales team that used to be affiliate relationship managers do not like when you do this, but if they don\u2019t return emails and they won\u2019t give you a chance, you have little to lose.\u00a0 Editors are still editors and when they get a pitch that is unique or something they want to cover, you get the pickup.<\/p>\n
Once you\u2019re featured, the media company normally joins your affiliate program directly or uses a sub-network to turn the backlink into an affiliate link, so the media company can monetize (as they should.)\u00a0 One thing I have seen is that when enough pickups happen, the media team starts to reach out for more opportunities because they\u2019re seeing revenue come in.<\/p>\n
They will pitch ad sales, but you do not have to give in.\u00a0 If traditional PR is working, build and keep those relationships.\u00a0 It is a heck of a lot more work and you will get some headaches as it upsets the ad sales team that join affiliate programs.\u00a0 They may be upset, but they\u2019re still making money.\u00a0 The issue for them is that they are not hitting their ad sales quotas so there is stress coming from their bosses.<\/p>\n
The good news is that you now have data to show your boss what the ROAS is from the content on the media company\u2019s website, what the CAC is, and can share what an increase in exposure may look like.\u00a0 This is how you can get budget and do a hybrid buy.\u00a0 The media company will do their advertorial pushes and work to keep EPCs high so their bosses are happy, and you get more coverage so your boss or your clients are happy.\u00a0 If done well and based on data, revenue and sales should grow and everyone wins.\u00a0 The ad sales teams get their media buys, your company gets the sales.<\/p>\n
One added bonus with a media buy is that you can require some form of guarantee whether it is impressions, clicks, or revenue if you negotiate the ad buying contract well.\u00a0 \u00a0You\u2019ll also be guaranteed certain types of coverage which can help with AIO\/GEO, and makes less work for you as the mentions and features will now be guaranteed to happen.<\/p>\n
Each media company is different, but these are people that need to hit revenue goals, so the two of you are aligned more than you think.\u00a0 Your boss wants performance only, their boss wants ad sales + commissions.\u00a0 Use your similar objective to find a way and make it work.<\/strong><\/p>\nOther times it is purely revenue based and performance based and you\u2019ll need to stick to pitching editors.\u00a0 You\u2019re going to anger the commerce ad sales team, so proceed lightly as this can burn bridges.\u00a0 Your goal should be opening the door to lower fees, more coverage, and new opportunities, not alienating your brand from their media outlet.<\/p>\n
Send product<\/h3>\n
Years ago brands could get away with requiring affiliates to buy product at full price or a discount.\u00a0 This was never a good practice, but it was an industry standard.\u00a0 Now brands have to ship product and cover the costs hoping the affiliate will follow through and produce content.<\/p>\n
Affiliates are not your sales team or your influencers.<\/strong>\u00a0 They are working on a rev share basis so it is fully their decision on what to do and when.\u00a0 If you want to guarantee the content goes live, you need to pay a media fee and lock them into a legally binding contract, but this now becomes influencer and ambassador vs. affiliate.<\/p>\nIf you don\u2019t send product, your competitors will.\u00a0 This makes the competitor the one that wins.\u00a0 Unless you have an army of influencers, bloggers, streamers, and creators that want to promote you, you need to spend money and take a risk because I can guarantee the big brands will.\u00a0 That is why it is harder for smaller brands and newer companies to enter in.\u00a0 This goes back to the affiliate channel does not have an army of marketers ready to promote your brand.<\/p>\n
Test if you have an affiliate army:<\/i><\/b> Add an email address on the \u201cbecome an affiliate\u201d section of your website.\u00a0 Small brands that have affiliates banging on their door will have at least five or ten people emailing daily ready to get excited and go.\u00a0 Global brands may get 100 per day.\u00a0 These are the very few exceptions where there is an army ready to promote you and you can do it on a performance only bases.\u00a0 If this is your situation, you\u2019ll watch growth month-over-month with no<\/strong> coupon, deal, comparison, and review content being created.\u00a0 It is highly unlikely you are in this situation though.\u00a0 \u00a0\u00a0<\/span><\/i><\/p>\nOnboard Comparison Partners and Be Added to Big Brands<\/h3>\n
Comparison partners that do videos and write guides comparing two or three large brands are working to intercept the consumer that is deciding between them.\u00a0 By having your brand featured as a third option, you can funnel the customers from their pipelines to your business.\u00a0 To do this you\u2019ll need to be more competitive payout wise than the big brands, so be ready to lose money on the first two or thre purchases or a full year or two of subscription fees.<\/p>\n
One other benefit to this is that machine learning systems may discover you including LLMs like ChatGPT, Perplexity, and Claude.\u00a0 Once you\u2019re on the radars of these \u201cAI\u201d engines, you may find your brand appearing in the outputs as a bonus.<\/p>\n
Find Other Sources of Partnerships<\/h3>\n
The final thing you can do is to think about where your customers are and meet them there.\u00a0 Communities they\u2019re involved in, apps they use, things they research and enjoy online.\u00a0 Now find ways to get these information resources to join your program.<\/p>\n
Integrate an up-to-date datafeed into apps that let people demo a product or service on themselves or in their homes.\u00a0 See if you can host contests and offer custom discounts only to people that entered but didn\u2019t win (while making sure this is ok with your legal team).\u00a0 Try giving product or offering your service as a prize, and the affiliate link can be used as the sponsor link to raise money for the group if people shop.<\/p>\n
AI has and is opening up a ton of new opportunities for the affiliate marketing channel.\u00a0 One example are the apps that let people see what things could be like.\u00a0 Some have started joining affiliate programs to monetize and may be in your application queue under a different brand name.\u00a0 It\u2019s the new blogger\/creator style that came in and I could easily see these partners becoming a new backbone of the affiliate industry.<\/p>\n
\n- Fashion apps that get your body shape and height then match you with clothing or celebrity style alternatives.<\/li>\n
- Wedding apps that let you customize and design the room, bouquets, wedding favor kits, recommend personalized gifts based on interests in the wedding party, and mix and match dress and bridesmaid dresses, fabrics, and colors.<\/li>\n
- Travel planning apps that detail everything from transportation to excursions, where to book, accessories to buy and bring based on the season and potential weather, where to eat, resources to apply for passports and visas, checklists that can be monetized with links, where to stay, how to get there.<\/li>\n
- Home renovation and interior design apps that snap shot your home or room and let you mix and match furniture, wall colors or decor items like wainscoting, the furniture, accessories like lamps and area rugs, and that make recommendations for the flooring and ceiling.\u00a0 Some will likely let you pick an aesthetic which you can then customize to fit your budget, and it shares where to find products.<\/li>\n<\/ul>\n
Affiliate marketing is not dead, it has evolved.\u00a0 It was a pay on performance channel for many years, but now it is like PPC and social media ads, you pay and hope for performance if you want to see any measurable results in a reasonable time frame.\u00a0 You can still get pay on performance partners, but when a big brand comes in and spends the money up front, you will lose.\u00a0 So you need to always be recruiting, maintaining relationships, and finding ways to keep partners profitable and happy.<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"
I\u2019ve been sitting on this post for over a year, it\u2019s an opinion piece with action items mixed throughout.\u00a0 I\u2019m posting now because of the client leads have been coming in over the last 7 or 8 years where they heard \u201caffiliate is a low risk channel\u201d,\u00a0\u201cthere\u2019s marketers and influencers out there ready to promote […]<\/p>\n","protected":false},"author":1,"featured_media":7027172,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11761],"tags":[12735,92276,8402,11007,5786],"dealstore":[],"offerexpiration":[],"class_list":["post-7027170","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-affiliate-marketing","tag-affiliate","tag-evolved","tag-marketing","tag-pay","tag-performance"],"yoast_head":"\n
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