When social media influencers first stepped onto the scene, there were limited options for marketers to work with them. Sponsored posts, free products or services, and flat fees were the norm. Now influencers and creators are embracing performance-based advertising, opening a world of opportunities for themselves and the brands that partner with them. This doesn’t mean, however, that influencers and creators are the same as traditional affiliates. While both groups aim to drive conversions and boost brand visibility, they operate in fundamentally different ways and use distinct strategies to achieve their goals.

We’re covering the basics of influencer affiliate marketing in our new series, the Influencer-Affiliate Blueprint. For an introduction to the series and the e-book it’s based on, head over to Part 1. In this post, we’re diving into the differences between the two groups and why influencer-affiliate programs are gaining momentum in today’s marketing landscape.

Download the Influencer-Affiliate Blueprint: Building High-ROI Creator Communities

Affiliates and Publishers vs Influencers and Creators

Traditional affiliates and publishers, rooted in the digital advertising ecosystem, have long relied on metrics like impressions, engagement rates, and clicks to measure success. In some cases, this focus on metrics can come at the expense of user experience. Navigating cluttered websites, wading through obviously AI-generated text, scrolling past pages of intrusive ads — it all harms the quality of users’ interactions with the content they’re looking for. When these less-than-ideal experiences add up, consumers can easily become frustrated, disinterested, and distrustful of the brands associated with them.

On the other hand, today’s influencer programs lean more toward authenticity and trustworthiness by leveraging the personal connection between social media creators and their dedicated followers. Brands that recognize the value of genuine engagement over sheer reach can foster deeper connections with audiences through relatable content and endorsements from trusted influencers. From this perspective, the affiliate industry’s leap to influencers makes sense, as it allows brands to create real connections and communities through their own ambassadors — without the corporate side of marketing getting in the way.

Influencer-Affiliate Programs

Influencer-affiliate programs share the same pillars as traditional affiliate programs, but they require a different framework and fulfillment strategy. This is most evident in four areas of the program.

Program Strategy

Influencer programs come in all shapes and sizes. They can take a diverse range of approaches, categorized based on scope and the influencer’s degree of influence. From micro-influencers with niche audiences to macro-influencers commanding broader reach, brands have the flexibility to tailor their strategies to align with specific campaign objectives and target demographics. We’ve put together a graphic to illustrate this concept below:

Offers and Payments

Influencer programs also differ from traditional programs in their offers and payments. Unlike CPA (cost-per-action) offers, the bread and butter of affiliate programs, offers in influencer programs usually prioritize a tiered and blended approach. This means encompassing metrics beyond sales, such as views, likes, and shares. This multifaceted payment structure acknowledges the diverse contributions of influencers, incentivizing them to create compelling content that resonates with their audience while driving conversions.

The way you pay influencers and creators can also vary from the way traditional affiliates are paid. We go into this more in our e-book and on-demand webinar — you can watch a quick clip below.

Creative Production and Control

Creative is, hands down, the main differentiator between traditional affiliates and influencer affiliates.

Influencer-affiliate programs redefine creative production by moving beyond conventional banner ads and sponsored articles. Successful brands collaborate with influencers to craft authentic narratives and tell stories their audiences are interested to hear. This empowers creators as brand advocates rather than just another paid advertiser. This personalized approach nurtures brand loyalty and fosters deeper connections with consumers and communities.

For an example, check out ZeroTo1 (our e-book partner) and their Instacart case study here.

Tracking Technology

Influencer programs need specialized tracking technologies to effectively attribute conversions and measure campaign performance across channels. This is because the most popular social media platforms for creators are mobile-first, and the tracking works differently on mobile than on a desktop browser. For brands that are already running a traditional program, getting started with creator affiliates can be as simple as integrating an influencer toolkit. Adding dedicated influencer marketing tools to your existing tech stack will provide a holistic view of engagement metrics and ultimately allow you to run more effective, measurable campaigns.

Up Next

As consumer preferences continue to evolve, influencer-affiliate programs offer a dynamic and adaptable approach to affiliate marketing. By prioritizing authenticity, fostering genuine connections, and embracing flexibility and creativity, brands can navigate the ever-changing digital landscape and forge lasting relationships with their target audience. Whether partnering with Instagram micro-influencers or the biggest names on TikTok, the key lies in building trust and telling stories to drive engagement and drive business results.

To learn more about the differences between creators and traditional affiliates, download the Influencer-Affiliate Blueprint: Building High-ROI Creator Communities.

Check back soon for Part 3!

In the vibrant and diverse landscape of Europe, building a successful affiliate program can be a potent strategy for expanding your brand’s presence and driving revenue growth. Tailoring your approach to the unique characteristics and regulations of the European market is essential for laying the foundation of a thriving affiliate ecosystem. In this guide, we’ll explore the essential steps to establish a successful affiliate program specifically tailored for European brands. 

Understanding the European Market 

Before diving into the intricacies of building an affiliate program, it’s crucial to have a solid understanding of the European market landscape. Europe comprises diverse cultures, languages, and consumer behaviors across its various regions. Take the time to research and identify key market segments, trends, and preferences relevant to your industry and target audience. 

Navigating Regulatory Compliance 

Compliance with European regulations, particularly the General Data Protection Regulation (GDPR), is paramount for any brand operating in the region. Ensure that your affiliate program is fully compliant with GDPR requirements, including obtaining explicit consent from users for data processing and providing mechanisms for data access and deletion. Implement robust data protection measures to safeguard sensitive information and build trust with your audience. 

Localizing Your Offerings 

Cultural sensitivity and localization are essential considerations when developing your affiliate program for the European market. Tailor your products, messaging, and promotional materials to resonate with the cultural nuances and preferences of each target market. Consider factors such as language, currency, and local regulations to ensure a seamless and relevant user experience for European consumers. 

Building Strategic Partnerships 

Selecting the right affiliates is key to the success of your program in Europe. Look for influencers, bloggers, and content creators who have a strong presence and credibility within their respective markets. Prioritize affiliates who align with your brand values and resonate with your target audience. Consider collaborating with local influencers and micro-influencers to leverage their authenticity and reach within specific regions or communities. 

Offering Competitive Incentives 

Incentivize affiliates with competitive commission structures and incentives tailored to the European market. Consider factors such as average order value, conversion rates, and seasonal trends when determining commission rates. Offer bonuses, exclusive discounts, or performance-based rewards to motivate affiliates and encourage active promotion of your products. 

Providing Comprehensive Support 

Offer comprehensive support and resources to empower your affiliates to succeed. Provide access to high-quality marketing materials, product information, and promotional assets in multiple languages. Offer training sessions, webinars, and tutorials to help affiliates optimize their campaigns and maximize their earning potential. Foster open communication channels to address questions, provide assistance, and gather feedback from affiliates. 

Leveraging Cross-Border Opportunities 

Exploit cross-border opportunities to expand your reach and tap into new markets within Europe. Collaborate with affiliates who have a pan-European presence or target audiences spanning multiple countries. Customize your promotions and messaging to appeal to diverse cultural backgrounds and linguistic preferences across different European regions. 

Tracking and Analyzing Performance 

Implement robust tracking and analytics tools to monitor affiliate performance and measure the effectiveness of your campaigns. Track key metrics such as clicks, conversions, and revenue generated across different markets and channels. Analyze this data to identify trends, optimize your strategy, and allocate resources effectively to maximize ROI. 

Cultivating Long-Term Relationships 

Invest in building long-term relationships with your affiliates to foster loyalty and mutual success. Recognize and reward top-performing affiliates for their contributions and achievements. Regularly engage with affiliates through newsletters, updates, and exclusive events to keep them informed and motivated. Solicit feedback and collaborate with affiliates to continuously improve your program and adapt to evolving market dynamics. 

Potential Difficulties to Prepare For

Navigating Taxation Challenges 

One of the primary challenges European brands face in managing affiliate commissions is navigating the complex landscape of taxation regulations across different countries. Each European country may have its own tax laws and requirements regarding income earned through affiliate programs. It’s essential for brands to stay informed about VAT (Value Added Tax) regulations, withholding taxes, and other relevant tax obligations applicable to affiliate commissions in each jurisdiction where affiliates operate. Seeking professional tax advice, can help ensure compliance with local tax laws and mitigate the risk of potential liabilities. 

Overcoming Currency Conversion Hurdles 

Currency conversion presents another significant challenge when paying out affiliate commissions in the European market. With affiliates operating across various countries and using different currencies, brands must navigate fluctuating exchange rates and associated conversion fees. These currency conversion challenges can impact the accuracy and timeliness of affiliate payouts, potentially leading to discrepancies or delays in payments. To address this issue, brands can consider utilizing payment platforms or services that offer multi-currency support, allowing affiliates to receive payments in their preferred currency with minimal conversion fees. Additionally, establishing clear policies and procedures for currency conversion, including transparent exchange rates and payment schedules, can help mitigate confusion and ensure fair compensation for affiliates operating in different regions. 

By proactively addressing taxation challenges and currency conversion issues, European brands can streamline their affiliate program operations, enhance trust and transparency with affiliates, and facilitate seamless cross-border transactions within the European market. 

Conclusion 

Building a successful affiliate program for your European brand requires careful planning, strategic execution, and a deep understanding of the region’s unique characteristics and regulations. By prioritizing compliance, localization, strategic partnerships, and comprehensive support, you can create a thriving ecosystem that drives sales and fosters brand loyalty across diverse European markets. With a commitment to transparency, integrity, and continuous improvement, your affiliate program can become a powerful driver of growth and success. 

Through these strategies, your brand can forge meaningful partnerships, expand its reach, and establish itself as a trusted authority in the region. 

For more advice on how to work with partners like influencers and content creators to expand your affiliate program, download our free e-book, The Influencer-Affiliate Blueprint: Building High-ROI Creator Communities.

In case you missed our big announcement last August, the TUNE Network is here!

By now, we’re all settled back into work after an amazing Affiliate Summit West in Las Vegas. If you were busy like me, the follow-up conversations are still ongoing. Not only should key partnership opportunities be top of mind, but also utilizing reliable technology with almost limitless potential to grow and scale your affiliate programs the way you want to.

Remind me again: What is the TUNE Network?

The TUNE Network is a new marketplace where brands can access top affiliates and publisher groups found only in networks — without leaving the TUNE platform. It offers the functionality that top partners like Honey and CNET require without the compromises that come with joining a traditional affiliate network. And because we built the TUNE Network to integrate with our payments product, TUNE Pay, our fees are lower to work with these partners. This means TUNE can deliver the same services and functionality of a network, but with lower fees for customers and higher payouts for partners.

What are the benefits for advertisers and brands?

For years, TUNE has been the partner marketing platform of choice for advertisers who aren’t willing to settle for the status quo. Giving brands the flexibility and control to 100% own their data and fully protect their strategic partnerships is a huge differentiating factor that wins us customers over our competition.

Now, advertisers on TUNE can manage their direct partners and network partners through the same platform, while avoiding the hefty fees and restrictions of traditional networks. It’s truly the best of both worlds:

• Advertisers can tap into a marketplace of partners that includes the largest affiliates in the space — affiliates you can’t access without a network.
• With TUNE, you can control your data, manage your direct partnerships, and get access to the most valuable affiliates and publisher groups around the world. It’s all the functionality of a network at a fraction of the cost.
• In addition to all the above, brands can also choose to be listed in a directory in the TUNE Network, getting their business and offers in front of the most valuable partners and audiences in the world.

What are the benefits for affiliates and publishers?

A few of the industry’s largest affiliates and publishers (think Skimlinks and Forbes) drive an immense amount of revenue for advertisers. They can also work with thousands of brands at a time, running offers and collecting commissions from all of them. Making this process happen at scale requires the infrastructure of network, which is exactly what the TUNE Network provides.

For these affiliates and publishers, there are two key advantages in the TUNE Network:

1. Partners get their own account and login on TUNE.
2. Partners get a consolidated payment on behalf of all advertisers they work with.

Most importantly, partners in the TUNE Network can engage with brands directly, join programs, set up and find offers, access reporting, and pull conversions and other data via API, all from their network interface.

What partners are in the TUNE Network?

In case you need more convincing, here are a few of the partners and categories you can find in the TUNE Network:

• Content: Business Insider, CNET, Rolling Stone, Vox Media, Ziff Davis, Forbes, Finder, BuzzFeed, Reviewed
• Coupon/Deal/Loyalty: Honey, Brad’s Deals, The Krazy Coupon Lady, Prodege
• Creator/Influencer: BrandCycle, Aspire
• Networks: Skimlinks, SOVRN, FlexOffers
• Conversion Optimization/Retargeting: UpSellit, Cybba, RevLifter
• Mobile Networks: Tappa, AdAction, Mobupps

Let’s Work Together

It all sounds pretty nice, right? So what are you waiting for? We at TUNE would like to cordially invite you to join our rapidly growing network of brands and partners.

If you’re a top affiliate or publisher and are interested in becoming a TUNE Network Partner, apply here.

Advertisers and agencies can learn more about the TUNE Network by reaching out to their Customer Success Manager or clicking here.

This isn’t your parents’ influencer marketing.

Say goodbye to flat fees and sponsored posts. Today’s top influencers are low-risk, results-driven partners who work closely with brands to promote the products and services that resonate with their highly engaged audiences.

Adding influencers to your affiliate marketing program can increase revenue and prove affiliate ROI — if you know what you’re doing. The Influencer-Affiliate Blueprint is your guide to making it happen.

Download the Influencer-Affiliate Blueprint

Knowing influencers and creators are a partner group unlike any other, TUNE teamed up with powerhouse growth agency Zeroto1 to develop an instructional e-book that doesn’t pull any punches. In it, you’ll read up on how influencer marketing really works, why and how it’s different from traditional affiliate marketing, and the steps you can follow to recruit and empower influencers in your program.

You’ll also learn from real-life use cases, including Zeroto1’s insanely successful launch and subsequent growth of the Instacart Tastemakers affiliate program. (Yes, they’re behind that Tastemakers, with TUNE technology driving the program.)

We don’t sugarcoat the tough stuff — like the fact that you’ll need to give up some control to get quality creative content. Or that no matter how hot your product is or how high your commissions are, some influencers just won’t want to work with your brand. What we do is provide you with insightful, actionable information to put you on the path to successful influencer-affiliate partnerships.

What Is Influencer-Affiliate Marketing?

There was a time when the term “influencer marketing” meant shelling out big bucks for celebrity sponsored posts; focusing on brand awareness and virality versus measurable conversions and KPIs; buying followers instead of engaging with them.

Not anymore.

Instead, today’s creators and influencers run the gamut from social media stars to niche role models. They have built up highly-engaged communities and loyal followings, with a deep understanding of what resonates and what feels inauthentic. They count on their audience for a living, so when they promote a product or a service, they’re confident it’s a fit.

This is why creators and influencers are embracing the performance-based model that is the foundation of affiliate marketing, resulting in a hybrid model: influencer-affiliate.

Why Are Brands Embracing Influencer-Affiliate?

As more influencers are making the change to a performance basis, more brands are embracing influencers.

Here’s why.

Most traditional publishers — in other words, your favorite websites and platforms — thrive on advertisers and networks. Their bottom line is tied to impressions, engagement, and clicks. This has led to many of them prioritizing these metrics over user experience.

As a result, across the digital ecosystem, the perception of engagement has become more important than actual engagement and quality user experiences. You can see it for yourself by searching on your laptop or smartphone for a topic you’re interested in. Increasingly, all that gets you is a confusing jumble of results, ads, and AI-generated answers to questions you haven’t asked, or links that lead to broken interfaces and frustrating interactions.

Brands, consequently, are moving away from platforms with shallow engagement and vanity metrics, following their target audience. People want authenticity and trustworthiness, communities where they feel engaged and accepted.

Influencer-affiliates are a bridge to these communities. They help brands build connections to them without the corporate side — the advertising ick — of marketing getting in the way.

Get Started with the Influencer-Affiliate Blueprint

Over the next few months, we’ll be exploring key chapters from the Influencer-Affiliate Blueprint here on the TUNE Blog. Check back often so you don’t miss out.

While we’ve barely scratched the surface of influencer-affiliate programs, you don’t have to wait for the rest of the blog series to come out. Download the full e-book now to discover:

• the four steps to success in influencer-affiliate marketing
• what makes influencers and creators different from traditional affiliates
• how to find and engage the right influencers for your brand
• the technology and teams you’ll need to get started
• real examples and use cases from everyday brands

The most successful influencers connect with their audiences through authenticity, honesty, and winning personalities. We hope to do the same.

Enjoy!

Download the Influencer-Affiliate Blueprint

As the world of influencers and affiliates continues to grow, we’re excited to see more partnerships making their way into everyday life. Below, we present a few of the standout collaborations that helped to take partner marketing mainstream in 2023.

Partnerships Spotted in the Wild

Roku + DoorDash

https://techcrunch.com/2023/02/07/roku-partners-with-doordash/

Roku and DoorDash announced a multi-year partnerships that provides DashPass free for six months. DoorDash merchants can also run shoppable ads via Roku.

Shopify + Program Partners

https://www.shopify.com/news/shopify-announces-multi-year-initiative-to-transform-partner-program

Shopify gave a peek into their partnership strategy when they announced a multi-year partner program initiative. They mention incentivizing growth as well as education & enablement as pillars of this initiative.

Apex Legends + Gaming Influencers

Apex Legends, a new battle royale console game, drove 25 million installs in 6 days without using any traditional marketing. The engaged 100 of the top gaming influencers and coordinated releases and live streams to garner a ton of attention.

Uber + Hopper

https://www.theverge.com/2023/5/10/23718072/uber-launches-flight-booking-tool-uk-travel-super-app

Uber started offering flight bookings for users in the UK which includes “taking a small commission of each sale,” effectively making Uber a travel affiliate.

Ibotta + Big Retail Publishers

https://www.adexchanger.com/commerce/why-ibotta-is-eyeing-retail-media-as-the-basis-for-its-future/

Ibotta rolled out their performance network semi-recently that allows for white-labeling Ibotta offers at different “publishers” like Walmart, Kroger, etc.

Atlanta Hawks and State Farm Arena + Hotels.com

https://www.expedia.com/newsroom/the-atlanta-hawks-launch-a-dedicated-travel-hub-with-hotels-com/

The Atlanta Hawks and State Farm Arena partnered with Hotels.com to provide a travel hub to fans attending or planning on attending games. Hotels.com will be promoted via more traditional sponsorship placements like being featured on large marquees as well as featured on StateFarmArena.com pages like “Plan Your Visit” and “Event Details.”

Amazon + Facebook and Instagram

https://www.cnbc.com/2023/11/09/meta-lets-amazon-users-buy-on-facebook-instagram-without-leaving-apps.html

Amazon has integrated a buying experience with Facebook and Instagram to allow Amazon users to make purchases from Amazon ads without leaving the Facebook or Instagram apps.

Barbie + Everybody

https://www.marketingbrew.com/stories/2023/07/13/counting-the-many-many-barbie-collabs

Barbie had maybe more partnerships than any brand in recent memory due to the Barbie movie, and Marketing Brew aggregated all the partnerships they came across throughout the year.

BetterHelp + Logic

BetterHelp partnered with Grammy-nominated rapper Logic, who has been a large mental health advocate over the years, to provide a month of free therapy sessions to his fans.

Peloton + University of Michigan Athletics

Peloton partnered with University of Michigan Athletics, one of the most prominent college athletic departments in the country. Peloton will provide Michigan-branded equipment, discounted student passes, and opportunities for student athletes to participate in Name, Image, & Likeness deals.

Instacart + Peacock

https://variety.com/2023/digital/news/peacock-instacart-plus-bundle-1235812499/

Instacart is offering all of their Instacart+ subscribers the Peacock streaming platform bundled in for free. It’s speculated that Instacart will pay Peacock/NBC a wholesale price for each subscriber.

Partner Marketing for the Masses

Start your own partner program with our Ultimate Guide to Partner Marketing, over 50 pages of insights, strategies, and step-by-step instructions on how to set yourself up for success in the world of performance-based partnerships.

In the world of affiliate marketing, there are two main ways to work with your partners: through an affiliate network, and in a one-to-one relationship in your affiliate program. Affiliate networks and direct partners both play important roles and bring value to a program. However, they differ greatly in terms of how you collaborate with them and the dynamics of your relationship.

Over the years at TUNE, we’ve noticed that individuals who are new to affiliate marketing have the most difficulty understanding the direct partner side of the equation, whereas most people — marketers or otherwise — are familiar with the concept of an affiliate network. We believe both types of partners are beneficial, and working with a combination of the two is something we see across the most successful partner programs. To help more marketers leverage the best of both worlds, we’re explaining what it means to work directly with a partner in your affiliate program versus working with a partner in an affiliate network.

Affiliate Networks vs. Direct Partners

In some ways, direct partners are the opposite of affiliate networks. Understanding how you work with partners in a network makes it easier to understand how working with direct partners is different. So let’s set the groundwork by looking at the top characteristics of working with affiliate network partners.

Affiliate Network Partners

1. Intermediary Platform

Affiliate networks are intermediaries that connect you (the advertiser or brand) with their network of partners. These networks serve as a platform where businesses can find and recruit affiliates, and affiliates can find multiple products or services to promote.

2. Broader Reach and Scale

Affiliate networks provide you with a pre-existing pool of affiliates from various niches and industries, including a range of publishers, content creators, and marketers. This is beneficial if you want to reach a wider audience quickly. However, it may mean you have less control over who eventually promotes your products.

3. Standardized Agreements and Features

Affiliate networks often have standardized terms and conditions, commission structures, and reporting systems. While this can make it easier for you to get started, it doesn’t provide much flexibility and limits your ability to negotiate custom agreements.

4. Less Personalization

In affiliate networks, the relationships with affiliates tend to be less personal. You may have less control over how affiliates promote your business and might need to rely on the network’s policies to enforce brand guidelines. And because communication with affiliates in a network often occurs through the network’s messaging system, it often lacks a personal touch and a guarantee of privacy.

5. Network Fees

Along with tracking conversions and distributing commissions on your behalf, affiliate networks handle payment processing as well. Networks charge an additional service fee for payment processing, usually as a percentage of your revenue or your partners’ commissions. These fees vary and are set at the network’s discretion. While affiliate networks may be convenient, the fees associated with them can impact the profitability of your entire program and should be carefully considered.

Now that we have a baseline, let’s examine how working with direct partners in a strategic affiliate program differs.

Direct Partners

1. One-to-One Relationships

When you work with a direct affiliate partner, you establish a one-to-one relationship with an individual or entity (such as a blogger, content creator, influencer, or website owner) who promotes your products or services. You establish a business relationship with them independently, without the involvement of an intermediary or affiliate network.

2. Direct Communication

Communication with direct partners typically happens, well, directly — through email, phone calls, messaging apps, or other personal means. By keeping your communication private and confidential, you can better protect the strategic partnerships you discover and nurture, instead of sharing them with an affiliate network (and anyone who joins it).

3. Customized Agreements

With direct partnerships, you negotiate and agree on the terms and conditions of your partnership directly with the individual you’re working with. This allows for more flexibility in crafting affiliate agreements, commission structures, promotional methods, and more. Going direct lets you tailor every aspect of the partnership to suit the unique needs and capabilities of your partner and the specific goals of your business.

4. More Management and Support

Directly managing and supporting your affiliates may require more resources than you would need to manage and support them through an affiliate network. For example, you’ll need to supply the program infrastructure, tracking tools, and support documentation to ensure they can effectively promote your products or services.

5. Greater Control and Oversight

Working one-on-one with your partners gives you greater control and oversight over your entire affiliate program. This can help ensure that a partner’s promotional activities (like the kind of ads they run or the websites they run them on) align with your brand’s values and quality standards.

6. Higher Commissions

In some cases, direct affiliates can expect higher commission rates compared to those in affiliate networks. One reason for this is that partners outside of a network bear the responsibility of generating their own traffic and sales. Another reason is that brands can see a significant cost savings when high network fees and processing charges are taken out of the equation. By translating these savings into higher commissions, you can spend less overall than you would with a network and attract more affiliates to your program by standing out from the lower paying competition.

7. Payment Processing

When you run a direct affiliate program, you are responsible for managing and processing partner payments. This means you need to track the affiliate’s performance, calculate commissions, and pay them directly, usually on a predetermined schedule.

The Best of Both Worlds

In summary, direct affiliate partnerships offer more personalized, customized, and closely managed relationships with individual affiliates. In contrast, affiliate networks provide a broader reach and more convenience, but usually involve less personalization and control.

The choice between the two depends on your marketing goals, resources, budget, and the level of control you want over your affiliate program. Many businesses use a combination of direct partners and networks to achieve a balance between customization and scale in their affiliate marketing efforts.

At TUNE, we’ve seen the most successful programs run a mix of both direct partnerships and affiliate network relationships. That’s why our platform enables you to run a strategic partner program with direct partners and have access to top affiliate partners through the TUNE Network. You choose to use one or the other, or combine them in the way that makes the most sense for your business. In other words: It’s the best of both worlds.

If you’d like to find out more about running a program of direct partners and top network affiliates on TUNE, download our Ultimate Guide to Partner Marketing or start a chat with us.

In affiliate marketing, not all partners are created equal. Long gone are the days when an affiliate channel was made up of only coupon and cash back partners. Today, the affiliate world overlaps with many other channels. Partners have become savvy at operating on a performance model, which is attractive for both brands and publishers. Below, we’ve outlined four strategic partnership opportunities that have grown substantially in this market that your brand may not have considered for the affiliate marketing channel.

CLO, aka Card-Linked Offer Partners

CLO partners are businesses that collaborate with credit card issuers to provide cardholders with discounts, rewards, or cash back offers based on their spending habits. Strategic partners like these use technology to link offers or promotions directly to the customer’s credit or debit card, eliminating the need for physical coupons and promo codes.

These partners are highly attractive because of their capability to granularly target a specific audience or demographic to gain net new customers, and to re-engage customers that have lapsed. Consumers receive personalized discounts and rewards, retailers attract more customers, and financial institutions enhance customer loyalty and card usage. Card-linked offer partners are a great test to add to your program to learn more about your consumer’s behavior and what offers or products they respond to.

Think: Drop, Dosh, Figg

BNPL, aka Buy Now, Pay Later Partners

We’ve seen an influx of traffic to these strategic partnerships due to a popular and evolving consumer payment option that allows shoppers to make a purchase and defer payment for the goods or services they acquire. Instead of paying the full amount upfront, buyers can split their payments into multiple, often interest-free installments over a period. In other words: buy now, pay later.

BNPL services have gained prominence in marketing efforts for e-commerce and brick-and-mortar retail environments, and are often offered by third-party providers or integrated into the checkout processes of online stores.

Think: Affirm, Klarna, Afterpay

CUGs, aka Closed User Group Partners

Closed user group partners are business entities made up of large exclusive groups that are only accessible through a closed portal via login. These strategic partners work well for brands who have an appetite for testing within specific market segments and who have margin for offering an exclusive discount to consumers, whether that be evergreen or for a short duration.

Strategic partners like CUGs can work with you on your program goals to curate an offer that would resonate best with their audience and give directional feedback for what’s worked with similar verticals. Popular closed user groups include employee benefit programs, student portals, military benefit sites, airline rewards, and others.

Think: EBG Solutions, Student Beans, ID.me

Technology Partners

We don’t have a fun acronym for this one, and it’s a bit more broad. However, there are unique technologies that operate within an affiliate payment model that can bring high-value, incremental revenue to your partnership program.

These strategic partners offer solutions that help manage, optimize, and track affiliate campaigns, making it easier for both advertisers and partners to achieve their goals. For example, you may want a partner to suggest product add-ons or schedule reminders for users in real time or after a certain amount of lapsed time on a webpage.

Think: UpSellit, RevLifter, Katalys

In Conclusion

The changing economy and recent market trends have opened the doors to new opportunities for performance-based partnerships, including the four we’ve listed above. What other partnerships have you recently discovered or think are flying under the radar? Let us know in the comments below!

Discover how to expand your affiliate program to new partners and channels in our Ultimate Guide to Mobile Partner Marketing. It’s everything you need to know to combine the power of performance-based partnerships with the focus and reach of mobile user acquisition efforts.

Every year, it seems like a new kind of influencer is having a moment. Celebrities, bloggers, micro-influencers, Twitch streamers, TikTok stars; they’ve all had their time in the spotlight. Is this year any different? With the fallout from COVID-19 forcing the global economy into greater uncertainty, digital communities have an important role to play as individuals look for answers, inspiration, and support.  

Trying to navigate the economic impact of the last two years will be a challenge for many businesses in the months ahead. Brands that are looking for the right mix of insight and empathy to reach consumers in these uncertain times may want to explore partnering with influencer communities. Here’s how to get started, from the basics of who influencers are to the best ways to meet and work with them.      

What is an influencer community? 

Influencers are members of self-selected social groups who have the trust and respect of their peers — their communities. They come from all walks of life, and build their followings through shared passions and authentic connections. They are not celebrities — at least, not in the traditional sense. Often, they’re not even professional marketers.  

Instead, these influencers are brand fans, knowledgeable product users, and role models within niche communities across social media. Most importantly, influencers with dedicated communities are powerful advocates for the brands and products they love.  

Scott Ginsberg, vice president of client development at BrandCycle, an influencer affiliate network, explains:  

For influencer communities, authenticity is paramount. It is the social capital that builds and maintains the bond these influencers have with their followers, and it can’t be faked. This is especially important in the era of COVID-19 and social distancing. Since 2020, more people than ever before have turned to the digital ecosystem for their everyday needs, searching for authentic connections to replace the human contact they miss. 

Brands may find these influencers to be a windfall in the current economy, but there’s a caveat — companies have to be willing to put in the work to drive organic growth, too. Above all, brands must allow these influencers to stay true to themselves and their followers.  

Where influencer communities shine 

What verticals and product categories are influencer communities good for? 

It sounds like a cop out, but almost all of them. Any direct-to-consumer brand that has an online presence and an engaged customer base should be able to find influencers with communities that fit their marketing needs.  

Take financial services company Topstep, for example. Topstep provides an online platform for training and trading in the forex and futures markets. They target a very specific audience in a very narrow field. So, Topstep turned to the futures and forex trading education community. There, the company enlisted the help of educators to introduce new traders to the Topstep platform.  

The world is full of diverse, passionate people who advocate on behalf of brands for free every day. For marketers, it’s solely a question of finding them.  

What are the platforms that these influencers use? 

Again, almost all of them. Instagram and Facebook remain the top platforms of choice for influencers, but TikTok is quickly catching up. Yet different communities use different channels. It really depends on where your customers are.  

• Instagram 
• Facebook 
• TikTok 
• Twitch 
• YouTube 
• Snapchat 
• Twitter 
• Reddit 
• Pinterest 

What marketing goals can influencer communities help to achieve? 

Today’s consumers don’t want to be sold to; they want to be engaged with.  

Influencers excel at engagement. They build organic relationships with their followers by replying to comments, participating in discussions, and sharing user-generated-content — interactions outside of the sales funnel. When the conversation turns to a brand or a product, consumers feel less like they’re being sold to, and more like they’re getting a recommendation from a friend. 

• Sales 
• Lead generation 
• Cross-sells 

Working with Influencer Communities

It can be easy to forget that behind all the images and posts, influencers are just regular people. Influencer marketing is often a part-time job or a side gig for them; they may be juggling multiple jobs and projects at any given time. Understanding their struggles and motivations, especially in these unprecedented times, will help you work more effectively with them.  

Some of the most common hurdles for influencers:  

1. Getting started and building scale 
2. Finding enough time to create quality content and manage administrative tasks 
3. Maintaining work/life balance and splitting focus between engaging with their communities and being with their families 
4. Communicating their unique value proposition to brands, and avoiding being lumped into a generic “promotional category”  

Tips for marketers working with influencers: 

1. Allow freedom of expression in influencer promotions and user-generated content (UGC) 
2. Be open to creative payment models (such as free product in lieu of commission) 
3. Consider shorter pay windows or higher commission rates to help minimize the upfront risks for new partners 
4. Communicate often — too much communication is always preferable to too little 
5. Use an unbiased tracking platform to track conversions when possible, and use promo codes (clickless tracking) for everything else 
6. Scale your program by using a network, such as BrandCycle or CLOUTA 

Influencers and Partner Marketing 

Will more brands embrace influencers this year? How will the economy change how businesses and influencers engage with their audiences? Only time will tell.

When you’re ready to get started, download our Influencer-Affiliate Blueprint: Building High-ROI Creator Communities. Created in partnership with growth agency ZeroTo1, this e-book covers everything brands need to know to successfully add influencers to their affiliate program, increase revenue, and prove affiliate ROI.

This article was originally published on PerformanceIn.com in April 2020 and has been updated with new information and insights.  

Earnings per click is the be-all end-all performance metric to affiliates.

This key performance metric is your average revenue for each individual click you are driving to an advertiser. And if you don’t think this is the one affiliate marketing metric to keep your eyes on, allow me to explain.

But first, ask yourself a few key questions. Are you studying the metric? Do you know how it is calculated? Are you using it to strategically influence business decisions?

If you answered no to any of the above questions, you are leaving money on the table. And if that isn’t enough to persuade you, let’s cover a few other reasons why this metric matters.

Earnings Per Click Is Your Most Valuable Metric

Earnings per click is an agnostic statistic.

[bctt tweet=”At the end of the day, affiliates want to maximize their profit.” username=”tune”]

The metric doesn’t care how high your conversion rate is. It doesn’t care that exclusive partner payout you may have or the sheer number of clicks you generated. Earnings per click cuts through the clutter and gives you the exact amount of money you can expect to receive for every click you purchase based on historic performance. With that knowledge, it is just up to the affiliate to get their cost per click under their earnings per click to be profitable.

The true potential of the earnings per click metric is fully unlocked when utilized in a paid supply side cost per click or cost per thousand impressions environment. If you can extrapolate a cost per click for every click you drive to your paid advertisements, then you can directly compare this against the earnings per click that is calculated in your tracking software. If you subtract your cost per click from your earnings per click, you get your net profit per click.

(Calculating it looks like this: Net profit per click = earnings per click – cost per click.)

This is key. This is what affiliates thrive on when it comes down to it. Forget conversion rates. Forget click-through rates. Forget payouts. If your earnings per click is higher than your cost per click, you are making money. It’s as simple as that.

Most supply-side advertising platforms will provide you your cost per click, or a way to calculate your cost per click per ad by default. For instance, during my college years, I was operating as a high volume social media affiliate. The self-serve media buying platform I was pushing clicks through offered line-by-line reporting for each of my advertisements and their respective cost per clicks. To harmonize with this, my tracking platform offered earnings per click breakouts by sub ID. This meant that as long as I passed in the creative ID into a sub ID in the tracking links behind my ads, I could directly determine profit for each over any period. Split-testing on easy mode.

How to Calculate Earnings Per Click

Earnings per click is calculated by taking the total earnings you have generated over a period, and then dividing that by the number of clicks you have generated for that same period. This gives you an estimation of what you can expect each individual click you are generating to produce in earnings. This is a figure that is invaluable in a cost per click environment.

(Earnings of an individual click is calculated as total earnings over period “x” over the number of clicks over period “x”.)

3 Tips for Earnings Per Click Campaigns

1. Shop smarter. Let’s say a network approaches you with the same offer you are currently running, but with a higher payout. An attractive offer, right? In reality, this actually means nothing. Sure, the payout is higher — but what if the conversion rate is much lower? You could actually be losing money by running with this new network. This is where earnings per click becomes vitally important. If your EPC is higher on this new network than the old, you are now making more money. The conversion rate doesn’t matter. The payout doesn’t matter.

2. Test quicker. Having one metric to use as a baseline to measure performance makes split-testing a breeze. You now have the ability to juggle multiple networks, or constantly swap out links, while only having to focus on the earnings per click of those campaigns. In such a fluid, fast flowing industry, time is your most valuable asset. Calculating earnings per click gives you back time you were spending performing tedious calculations.

3. Feel safer. Fraud is, and will always be, a nagging, frustrating problem in the performance marketing world.

[bctt tweet=”Monitoring earnings per click as your anchor point facilitates a simple sense of security and control.” username=”tune”]

It is a trivial task to record and chart trends by hour, day, month, when you are only relying on a single key metric that pulls from both your gross spend and earnings. Effortless trend monitoring breeds obvious trend outliers. This empowers you, as a marketer, to focus your time on what’s critically important — performance.

A Final Thought

Running as an affiliate business means spending a lot of time looking for and testing offers. If your main goal is to make as much profit as possible, you need to optimize where you spend your time. Getting lost in numbers and metrics is easy, and if you’re not analyzing the right things, you’re wasting time and losing money.

Focusing on earnings per click may seem like too simple a solution, but it’s a quick way to ensure that you’re making money efficiently.

For more tips, check out TUNE’s Ultimate Guide to Partner Marketing.

This article was originally published in August 2016 and has been updated with new information and insights.

While the Vision Pro headset stole all the headlines at Apple’s Worldwide Developers Conference 2023, TUNE was laser-focused on the raft of new privacy and security features — specifically updates to advanced fingerprinting and tracking protection. As Craig Federighi, Apple’s senior vice president of Software Engineering said, “We are focused on keeping our users in the driver’s seat when it comes to their data by continuing to provide industry-leading privacy features and the best data security in the world.”

TUNE is committed to adapting to the rapidly evolving privacy landscape and embracing privacy-friendly measurement. We’re eager to dig further into the developer preview resources and learn more about how Apple plans to implement the proposed changes. Right now, we are working on surfacing more information on how Apple categorizes tracking query parameters as user-identifiable and whether they have long-term plans for expanding their Link Tracking Protection (LTP) functionality beyond Private Browsing mode. We will also be keeping an eye out for whether other browsers follow suit.

In the meantime, see below for our summary of the most relevant news from WWDC23 and our advice on how to prepare for changes coming this fall.

Link Tracking Protection in Messages, Mail, and Safari Private Browsing

Apple is adding Link Tracking Protection (LTP) to Messages, Mail, and Safari Private Browsing. Here is the exact language from the announcement article:

“Some websites add extra information to their URLs in order to track users across other websites. Now this information will be removed from the links users share in Messages and Mail, and the links will still work as expected. This information will also be removed from links in Safari Private Browsing.”

Essentially, LTP removes tracking query parameters as part of browser navigation and when copying a link. The changes will apply automatically to links shared through Messages, Mail, and while the user has Private Browsing enabled in Safari.

These new tracking protection features from Apple are a significant step forward in protecting user privacy. They will make it more difficult for websites and apps to track users across the web, and will help give users more control over their privacy.

What You Can Do Right Now to Prepare for These Changes

There’s still a lot we don’t know about how these changes will be implemented. Based on the information available to us as of the time of writing, here are some ideas on how TUNE customers could adapt to the proposed changes:

Promo Codes

Promo codes are a method for attributing conversions to a partner without requiring a tracking link to be clicked by the end user. Using promo codes, TUNE customers can still track the success of their campaigns while respecting users who have tracking protection features enabled.

Tiny URLs

Tiny URLs offer a method to shorten URLs with attribution information stored within TUNE, removing the need for URL parameters conceal additional tracking parameters. We believe that this should help adapt to the automatic parameter removal. Caveat: We will be able to assert this with more confidence once we’ve had the opportunity to run tests with the developer preview.

Final Thoughts

These privacy updates are expected to roll out to users as part of iOS 17, iPadOS 17, and macOS Sonoma releases in Fall 2023. TUNE is actively monitoring the situation, and we are always striving to stay ahead of the curve to ensure the best possible experience for our customers.

For digital marketers, understanding the intricacies of mobile web tracking is no longer a choice. Today, it’s a necessity to stay ahead of the curve in this fast-paced industry. That’s why we’re diving into mobile web tracking in Part 4 of our blog series, based on TUNE’s Ultimate Guide to Mobile Partner Marketing.  

In Part 1, we introduced the guide and how mobile user acquisition and affiliate marketing programs overlap. Part 2 compared mobile measurement partners to partner marketing platforms. In Part 3, we explored why mobile apps are critical to a program’s success.  

In this latest installment, we’re tackling the process behind tracking conversions on mobile web. After all, if you want to manage a successful partner marketing program, you have to be able to measure it first. So let’s get started! 

How to Track Conversions in a Mobile Web Environment 

For years, third-party cookies served as the go-to method for tracking conversions on the web. However, recent browser developments have rendered third-party cookies ineffective, pushing marketers to adopt cookieless tracking methods. This shift brings desktop and mobile web measurement closer to campaigns in the mobile app ecosystem, where cookieless tracking is a requirement. 

For mobile web, there are two primary methodologies for cookieless tracking: server-side postbacks and JavaScript SDK. We’ll go into the basics of how these both work below. 

Server-Side Postback Tracking 

The server postback tracking method is the most reliable for tracking campaigns on mobile web. It has been TUNE’s recommended approach for years and is a native feature of the platform.  

Let’s assume the implementation process has been completed, so all the required code and settings are ready. Here is how postback tracking works: 

1. When a user clicks on a tracking link, TUNE generates a unique alphanumeric ID (Transaction ID).
2. TUNE passes the Transaction ID to the brand’s landing page, where it is stored and associated with the user.  
   • Brands can choose from several methods for storing the Transaction ID, including storing it in a database, using first-party cookies, or passing it via page URLs. Most developers should be familiar with this process and able to implement a solution. 
3. Upon the user’s conversion (e.g., purchase, lead capture), the brand fires the Transaction ID back to TUNE in a postback URL.
4. TUNE leverages the stored information about the click to attribute the conversion accurately to the partner responsible for driving the conversion.  

The first question about this process that many marketers ask is how to store the Transaction ID, which is answered in #2. The second question is how to pass the ID back to TUNE for Step #3. To do this, the brand makes an HTTP request to the postback URL via cURL (on the server side), which logs the conversion in TUNE. 

JavaScript SDK Tracking 

The JavaScript SDK method uses a web browser’s LocalStorage to get around the inaccuracies that come with third-party cookies. This method writes conversions back to TUNE, similar to postback tracking.   

Here’s how JavaScript SDK tracking works:  

1. TUNE passes the Transaction ID into the browser’s LocalStorage upon the user’s click. This works with both redirect links and direct links. 
   • When implementing the JavaScript SDK, you add a snippet of code to the head of the website, an identify code line to the landing page, and a convert code line to the conversion page. This allows TUNE to store the Transaction ID on click in the web browser, and then send the ID back to the TUNE platform when the user ends up on a designated page.  
2. When the user reaches a conversion point (e.g., post-purchase Thank You page), TUNE accesses the Transaction ID stored in the browser and sends it back to the TUNE platform.  

While this tracking methodology is set up using postback protocols, it is still considered client-side tracking, as the browser (not the brand) stores the Transaction ID.  

The JavaScript SDK method is best for tracking in-session conversion points and removes the requirement for the brand to store the Transaction ID. It also integrates well with existing technologies, such as Google Analytics and Shopify, and can track and attribute organic traffic. 

For more detailed explanations including flow charts and diagrams, download the Ultimate Guide to Mobile Partner Marketing.

Mobile Web Tracking and Privacy 

Cookieless tracking methods like the ones above are designed to provide accurate attribution without compromising privacy. It’s a big reason TUNE has always advocated for server-side tracking solutions and first-party cookies versus third-party cookies. However, simply using these methodologies isn’t enough. It’s still crucial to maintain data security and privacy best practices in every aspect of your partner program, and to follow all applicable rules and regulations around data handling. 

As tracking technologies advance, remember to always put consumer privacy first. A few simple steps that every marketer should follow include:  

• Obtain user consent for tracking and data collection.  
• Implement transparent privacy policies that clearly communicate tracking practices.  
• Provide users with opt-out mechanisms for personalized tracking. 

TUNE In to Learn More 

Understanding how mobile web tracking works is essential for marketers seeking reliable conversion tracking methods in 2023. Using cookieless tracking enables today’s program managers to effectively track and attribute conversions in the mobile web environment.

However, it is equally important to prioritize user privacy and adhere to ethical tracking practices. At TUNE, we believe that by striking a balance between effective tracking and privacy considerations, marketers can achieve their program goals while building trust with partners and consumers. (Our customers are proof of that.)

Check back soon for Part 5, where we’ll delve into mobile app attribution and how MMPs operate. Can’t wait? Download the full e-book and get all your questions answered! You can also start a chat to ask one of our experts in person.

Happy reading!

Once the tracking software is in place, your affiliate marketing program has launched, and partner recruitment is steady, you may find yourself wondering: “OK, I’m up and running. Now, what else needs to happen to make my program successful over the long haul?” The answer: Plenty. And the right affiliate software will help you do it. 

Below, we’ve pulled together a list of high-level tactics to help you get the most of out your affiliate software. These are broken down into the most important tasks to complete on a regular basis, organized by our recommended cadence: weekly, monthly, quarterly, or yearly. In addition, we’ve included TUNE features and tools that will help you master each one. With a little discipline and some elbow grease, we’re confident these tactics will help you ensure your program has its most successful year yet. 

The Affiliate Software Features You Should Be Using 

Weekly: Your Affiliate Software Bread and Butter 

1. Reporting 

• It is important to monitor reporting throughout the week to gain insights into program performance, top partners, and review any data spikes. Within TUNE there are multiple reports available to access data that can be exported for further data analysis. 
  • You can view more about TUNE’s reporting suite here:  https://tune.zendesk.com/hc/en-us/articles/1500007742262-Reporting-Overview
    • If you have multiple goals within an offer it is recommended to view the Goals Report to see downstream conversion rates and identify publishers driving high-performing traffic to your offers.  

2. Reviewing Applications 

• As your team continues with ongoing recruitment efforts, it is recommended to process applications daily, if not weekly, to keep up with pending partners who have applied to your program. By quickly approving affiliate applications, you are allowing partners access to their tracking links so they can begin promoting your brand. 
  • You can view more on the process for reviewing applications in TUNE, here: https://tune.zendesk.com/hc/en-us/articles/1500007724341-Partner-Sign-Up-Page 

Monthly: Tried-and-True Affiliate Software Tasks 

1. Processing Returns and Modifications 

• To capture order cancellations, returns, or partial returns within the program, you can implement a process to upload a reconciliation file monthly or automate the process via TUNE’s API. Additionally, you can update your TUNE Pay Full Serve account to delay the invoice generation to allow your team time to review orders generated at the end of the month. 
  • Conversion Upload (Manually Uploading a File: https://tune.zendesk.com/hc/en-us/articles/1500007725601-Importing-Conversions 
  • API Portal: https://developers.tune.com/advertiser-api/ 

2. TUNE Pay – Affiliate Invoice Review 

• With TUNE Pay Full Serve, invoices generate on the first day of every month (unless there is an update to the invoice generation delay setting). Once the invoices are generated in draft status, your team has until 8 am PST on the 15th of each month to review and approve the invoices so that TUNE can provide a consolidated invoice for partner payment. 

3. Partner Communication and Recruitment  

• Maintain active conversations with partners to keep them engaged and to monitor the health of your program. Communication should take place within your affiliate software as well as externally.
• Recruitment efforts should be continuous to find new partner verticals and promotional opportunities. When communicating with different types of affiliate partners you are actively looking to recruit into the program, follow-ups will be necessary, along with timely responses. To help jump-start your partner recruitment efforts, you can utilize TUNE Connect. 

Quarterly: Checkups and Check-ins  

1. Billing Portal 

• Ensure that the contacts and billing information are up to date within the billing portal. This will help get ahead of any potential expirations for corporate credit cards or allow the opportunity to add a new team member who should have access to billing insights. 
  • You can access your billing portal by navigating to Company > Billing 

2. Reviewing the Competitive Landscape 

• Monitoring your competitive landscape can provide your team with a pulse on the health of your program as it relates to partner payout and perks. 

3. Professional Services 

• If you have a feature request or want to explore a custom request that you feel would help your program better scale on TUNE, contact your customer success manager about Professional Services.   

Yearly: Less Frequent, But No Less Important 

1. Revisiting Content 

• Reviewing and updating (as needed) program terms and conditions. You can access your partner terms and conditions by navigating to Company>Customize Application> Partner Terms and Conditions. 
  • Documentation: https://tune.zendesk.com/hc/en-us/articles/1500008229402-Customizing-Network-Terms-and-Conditions 
• Review standard email templates. This can include promotional emails, along with the standard email templates for pending, approved, and rejected statuses.   
  • Documentation: https://tune.zendesk.com/hc/en-us/articles/1500008229662-Customizing-Email-Templates 

2. Account Customizations 

• Revisit any branding changes that may have occurred, and update settings as needed including the logo, favicon, custom scripts, etc. 
  • Documentation: https://tune.zendesk.com/hc/en-us/articles/1500004851701-Branding-Your-Network 

3. Automation Rules 

• Save your team time by automating management actions based on custom rules. If not yet set up, you can explore the various time-to-action rules available. If already created, it is recommended to review the rules to ensure they are still applicable and make updates as needed. 
  • Documentation: https://tune.zendesk.com/hc/en-us/articles/1500005263642-Performance-Automation-Tools 

Maximize Your ROI with the Right Affiliate Software

If you have questions about using your affiliate software to its full potential, reach out to onboarding@tune.com or chat with us.

Download our Key Program Tasks Checklist and see exactly what tasks to complete and how often to complete them to run a healthy, long-term affiliate program. We’ve also included suggested TUNE features to use and links to helpful documentation!