Affiliate Spend Is Up, and Influencers Are Leading the Charge

New data shows that a lot of the increased spend on affiliate is flowing to influencers. With Black Friday around the corner, focusing on these partnerships could be the edge for a winning programme.

Sol Wilkinson November 17, 2025 — 2 minutes read

Affiliate Spend Is Up, and Influencers Are Leading the Charge

Affiliate spend is rising across the board, and a lot of it is now flowing straight to influencers.

You might have suspected this for a while, but fresh data from impact.com, Genie Goals, and Meta confirms it.

impact.com’s State of Affiliate Marketing 2025 report reveals that almost three quarters (74%) of brands have increased their investment in affiliate marketing.