Welcome to another Affiliate Pulse!
​I attended the APMA’s State of the Affiliate Nation report launch last week — you can check out my coverage below 👇 — and what struck me was the importance of storytelling.
APMA Founder Kevin Edwards was not the only person at the event to voice that affiliate needs to tell its story better. It’s also been a common theme throughout my conversations since I joined Hello Partner.
The figures show significant growth in the face of economic headwinds, with the industry outpacing the growth of the UK economy (1.4%), reaching 7.3%, but affiliate is still around only 5% of ad spend. It was interesting to hear how panellists at the event plan to tackle this.
This week, we’ve also got a deep dive into the world of Closed User Groups. I had some great conversations with Olivia Davson, Ben Helyar, and Stephen King to learn more about what’s driving growth and what’s up ahead.
And, if you missed it, our USPA shortlist is now live — make sure to check out if your team made the list.
We also dive into PI LIVE Europe’s Influencer & Commerce Summit, breaking down what you can expect and why it’s one not to miss. Plus, we’ve got the top tips for how to build an affiliate program from scratch 👀.
Now, let’s get on with the news.
In today's newsletter:
- Pick of the day: ​Another Affiliate Shakeup: Is the Time of the CUG Upon Us?
- Trending: Affiliate Remains Buoyant Amidst Tough Economic Conditions, APMA Finds
- Industry Insight: Perfection is the Enemy of Proof 🗡️
Pick of the day
Another Affiliate Shakeup: Is the Time of the CUG Upon Us?
Closed User Groups are on the rise. We spoke to Olivia Davson, Ben Helyar, and Stephen King to hear what’s driving this.
“I think Closed User Groups are having their day in the sun,” said Helyar.
​“Brands are missing a trick here,” said Davson. “They can tap into such an emotional, life-changing moment, and just show a bit of support. It's really not even about the discount. It's about making new parents feel seen.”
“What we're seeing is that stories are more powerful than traffic sometimes, which sounds bizarre to say in the affiliate industry,” said King, adding: “I feel like story, purpose, and brand image are really starting to blend into the affiliate network.”
Trending
What's hot on Hello Partner right now
Affiliate Remains Buoyant Amidst Tough Economic Conditions, APMA Finds
In 2025, the industry saw 7.3% growth year-on-year, with travel, telecom and finance emerging as growth engines.
Partner Mode, Activated - Building an Affiliate Program From Scratch
Three brands, three inflection points: a B2B brand, a B2C brand, and a program hitting the big red relaunch button. This session will give you a first-hand account of what works and what doesn't, from three brands that have learned the lessons the hard way.
USPAs 2026 Shortlist Unveiled
We’ve got what you’ve been waiting for — the USPA shortlist is out now.
How Do You Turn Creator Commerce into a Performance Channel?
With the influencer channel exploding, PI LIVE Europe’s Influencer & Commerce Summit will equip professionals with the strategies they need to activate performance-led influencing.
Industry Insight
Stay at the top of your game
Kara Kamenec says the industry has an issue nobody is talking about: brands won’t boost investment without programme proof, but that proof is dependent on attribution infrastructure that only gets built with...wait for it…investment.
Perhaps you think a case study might tick the box? Kara says that won’t break the cycle.
What will? Real numbers:
- One small test
- One publisher
- One category
- One attribution model.
“That first proof point unlocked the next conversation. Which unlocked the next budget. Which improved the measurement. Which produced better proof. The cycle reversed,” says Kara.
Kara warns that this chicken-and-egg problem is playing out right now for retail media.
Solving this dilemma — while bearing in mind the nuances — involves the same approach.
“Start small. Measure something real. Use that signal to unlock the next conversation,” says Kara. “Perfection is the enemy of proof.”
Amusing Affiliates
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Until next time,
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Madaline Dunn Community Editor Email me Connect with me on LinkedIn |
