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.
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.
According to Ben Smye, Head of Marketing at Atolls, while traffic can be gamed, influence can’t, and community and content partners shouldn't be judged purely on the last click.
From brands to creators, The Goat Agency’s Annabel Harris walks through how to make moves in 2026.
At CreatorFest 2026, I had the pleasure of sitting down with Pontus Eskilsson, VP Global Partnerships at Twitch.
Sidlova says that on the horizon, she expects more questions about whether authenticity can be scaled.
