One of the many ways that social influencers and bloggers can monetise their online following is by using affiliate links, where a company will offer a commission on sales made from a promoted product or service.
Below, Sam O’Brien, Chief Marketing Officer at performance marketing platform Affise, shares his insight on how those interested can benefit financially from affiliate marketing practices and monetise your socials as the cost of living continues to rise:
“Affiliate marketing is an effective way for both influencers and larger companies to make money, while building relationships that can be relied on again in the future. It could even open up the opportunity for an influencer or blogger to eventually become an ambassador for the brand if a partnership proves to be profitable for all involved. This is why third-party apps and Instagram growth service like Upgrow are becoming more and more popular.
“Affiliate linking also allows companies to reach wider demographics – but the content has to be relevant to the following of the affiliate. For example, if a social media influencer is known for sustainable living tips or promoting vegan food, a link to a website selling leather bags would not align with their brand.
“Despite all the positives, there are always things that an influencer should look out for when venturing into this kind of advertising, and one of them is the matter of payment. While there are several ways for a company to pay an affiliate for their work, the matter of how it happens can occasionally get complicated. This is why it is essential to be aware of the different payment methods and to always be sure of your rights.”
Be aware of different payment methods
There are three different ways a company could pay for an affiliate marketing post: per lead, per click, or per sale.
Pay per lead is less commonly used and refers to when a company is trying to get the consumer to complete a conversion on their website, such as signing up for a newsletter or subscription service. Each conversion will lead to payment.
Pay per sale is more common and relates to when a company offers a portion of the profit made from somebody buying the desired product.
Per sale is similar to pay per click, which is payment calculated from an affiliate driving more traffic towards the desired website – but the consumer must complete the action. This can be a great way to monetise your socials.
Use video marketing where you can
The attention span of the public is getting increasingly shorter , with the average person focusing for just 8 seconds. Because of this, there has never been a better time for affiliates to utilise video content within their posts.
A recent survey highlighted that Tweets with videos gained far more traction than those without, allowing affiliates to promote a product or website in a way that is truly authentic to their brand and image.
Furthermore, including videos also offers the affiliate the opportunity to let their personality and sense of humour shine through, while driving traffic towards a product, making it mutually beneficial.
Instagram, for example, offers the option to create a story, post a reel, go live or to add a post to your feed, drawing in massive conglomerates like Burger King, Ikea and Apple.
Be aware of the rules on different socials
Different social media platforms come with their own set of rules when it comes to affiliate marketing, making it essential that you know the basics before trying to monetise your socials.
Almost every site state that it needs to be extremely obvious that you are advertising something, often requiring the ‘AD’ hashtag at the very beginning of the post. This way, it is clear to the public that the affiliate is gaining something from the post and can make a more accurate decision on whether to purchase or click on the website.
When it comes to TikTok, you are only allowed to add a link to your profile if you have a ‘Business’ account, rather than a ‘Personal’ one.
The site also stipulates that you can only advertise if you consistently get a high number of views, meaning you will need to work on your outreach and really hone your content creation and audience building before delving into the world of affiliate marketing.
Try not to be ‘too salesy’
While it is imperative to make it obvious that you are advertising, it is equally as important to strike a balance between being engaging with your audience and being too promotional.
If your audience senses that the caption or video is too clinical, it could drive them away from your brand for good and even cause them to unfollow.
Furthermore, try not to bombard your followers with constant affiliate posts – they could become tired of endless promotions. Instead of this, attempt to pepper affiliate marketing posts within your typical content, to keep things as natural as possible.
Only accept products that fit with your brand
Following on from being too ‘salesy’, it is also worth bearing in mind that accepting a deal that goes against your brand could turn followers away.
For example, if your audience is used to you discussing animal rights and climate change, then promoting a product or website that sells gelatine-infused sweets could lead to alienation or potential backlash.
If you have built a trusting and loyal following, it is crucial to keep their feelings in mind – they have been there from the get-go and offer their constant support. It may be tempting to accept a brand deal that does not fit with your ethics or image, but this could lead to a loss of popularity in the long run.
Sam O’Brien offers further thoughts:
“While it is always important to consider your audience, there are a huge number of brands using affiliate marketing to push their products. From razor company Estrid and skincare brand Stories and Ink to REN and high street favourite Boots – whatever the image or morals of the influencer, there will usually be a company that fits in with their demographic.
“Despite there being many things to consider before choosing to involve yourself with affiliate marketing, it is always worth noting how beneficial it can be for both the influencer and the brand. Once the technicalities have been reviewed, it presents a great opportunity to build a lasting partnership and has proven to be a highly successful method of marketing and to monetise your socials.”
Images courtesy of pexels.com and unsplash.com
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