💸 What's Driving Influencer Marketing's Billion-Dollar Success?

Happy Tuesday!

Lots of research to dig into this week. From the performance of different partner types, to the strengths of different social platforms, to the preferences of consumers. It's a data week.

Without further ado, let's get into the numbers.

In today's newsletter:

• Pick of the day: Meta takes the lead over other social plaforms.
• Trending: Personalisation opportunities in affiliate; influencer marketing outpaces other partner types.
• Top Tip of the Week: Don't get blindsided by GA4.

Pick of the day

Meta's Social Surge: Why Creators Are Flocking to Instagram and Threads

Research reveals that Meta’s platforms have taken the lead with users, creators, and marketers.

Much of this, it seems, is a reaction to the controversies and turbulence surrounding X and TikTok.

Is the platform's success likely to last?

Trending

What's hot on Hello Partner right now

Brands Bet on AI and Personalisation to Boost Loyalty – What This Means for Affiliate Marketers
Research shows that shoppers and brands are benefiting from AI and personalisation tools. There's also an opportunity for affiliate marketing.

UK Gambling Sites Pass Data to Facebook Without Consent
The investigation reveals concerns around how data is tracked and processed by brands and Big Tech.

Influencer Marketing Projected to Hit $31.2 Billion by 2027
New data shows that influencers are outpacing many other types of affiliate partners. What’s to account for influencer marketing’s success as of late?

Tip of the Week

Stay at the top of your game

I've been having a lot of interesting conversations around the topic of GA4 and affiliate marketing.

A larger piece will be on the way soon. But in short, if you're a publisher who's not checking how advertisers measure affiliate performance, ensure that you do.

Frequntly, GA4 under-values affiliate marketing, instead assigning credit to Google's own products.

There are other means of tracking affiliate that have proven to be more effective, be that network data, or even MMM – in some cases.

If you're an advertiser, make sure you're using a variety of methods to measure affiliate marketing and then build a likely map of attribution from that. One model is not enough.

Amusing Affiliates

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Until next time,

Sol Wilkinson Journalist Email me Connect with me on LinkedIn