The past year and a half served up a quite the universal conundrum to marketers: Meet the ever-growing demand of consumer expectation—but do so with a significantly tightened ad budget. A tall order that would leave even the most seasoned pros reeling. However, a bright spot exists for marketers to recalibrate the traditional rules—and has existed for decades: affiliate marketing. In fact, one of the most valuable lessons marketers learned in 2020 came because of tightening ad budgets.
With so much unpredictability swirling, an awakening occurred, and we soon saw marketers leaning heavily into the safety and predictability of affiliate marketing’s pay-for-performance model. They realized there was insulation in this channel’s inherent performance model. And if they came for the safety, they stayed for the results. Specifically, many arrived thinking the channel would be flooded with coupon and loyalty partners, but instead found droves of high-quality content partners—partners many could not afford to work with in other paid channels. In fact, content truly proved itself to be king in 2020 as they experienced the largest growth of revenue share YTD—64%—more than any other partner category with Partnerize.
More than a trend, we saw working with content partners become a mainstay not only in Q4 2020, but well beyond into 2021 as marketers continue to master turning partnerships into profit centers.
Want to learn more facts about the channel trusted by so many of today’s winning marketers? Download our Affiliate Marketing by the Numbers infographic today.