As the realm of influencer marketing continues to expand, it’s becoming a focal point in the strategic plans of marketers. This shift has led to a burgeoning relationship between affiliate networks, agencies, and platforms with the influencers. A notable instance of this rapport is the addition of influencers to Awin’s network, with a significant 58% of the new publishers in the first half of 2023 being influencers, as per Awin Americas’ president, Alexandra Forsch.
However, the integration of influencers is posing a challenge rather than a solution to the scalability issue in affiliate marketing. The crux of the problem lies in the overwhelming number of influencers keen on affiliate partnerships, making it an uphill battle to forge the right kind of associations. The situation is further exacerbated by the reluctance of top-tier influencers, who are highly sought after by brands and agencies, towards the prevalent commission-based arrangements that underline most affiliate marketing ties.
This unfolding scenario could leave advertisers in a quandary, weighing the benefits against the efforts involved in fostering these partnerships. A case in point is the affiliate program of Amazon aggregator Perch, where a whopping two-thirds of affiliates are influencers. However, the irony lies in the fact that among Perch’s ten most prized affiliates, the majority are media companies, not influencers. This emerging trend sparks a discourse on the real value and the challenges that come with roping in influencers in affiliate marketing landscapes.
