Inside the influencer boom: How affiliate technology is changing the game
Influence is the new currency
Non-celebrity digital influencers have grown from casual content creators into powerful cultural and commercial forces over the last few years. They are trusted voices within their communities that shape opinions, set trends and, most importantly, drive consumer action.
At the heart of their rise is technology. Smarter algorithms, creative tools and real-time analytics have given creators of all sizes the ability to better reach audiences and maintain their own unique sense of authenticity and relatability.
Affiliate marketing is a key part of this evolution, empowering brands and creators to build, track and scale partnerships using concrete performance data. It’s helping turn influence into measurable business impact. Affiliate marketing platform Awin, for example, saw its creators drive over $773 million in retailer revenue last year, with advertiser investment in influencer marketing on the platform up 11% year-over-year.
By leveraging affiliate technology, brands and creators forge more meaningful collaborations that deliver real, scalable results.
Why brands are all in
Investment in the influencer marketing channel is soaring, projected to reach a whopping $32.55 billion by the end of 2025 – up 35.6% from last year.
Why? Because the power creators have on a business is undeniable.
An overwhelming 84.8% of brands say influencer campaigns are effective. This is because influencers create relatable, engaging content that cuts through the noise and drives real results, something traditional ads often struggle to achieve.
Social commerce is also accelerating this momentum. A staggering 97% of Gen Z consumers turn to social media for shopping ideas, and affiliate creators are playing a growing role in driving this product discovery across platforms like TikTok Shop by leveraging authentic content, personalized recommendations and real-time engagement. As a result, savvy brands are tapping into highly engaged, conversion-ready audiences by embracing this shift.
Don’t just market – monetize with affiliate strategy
As brands double down on influencer investment, many are evolving their approach to focus on outcomes — not just exposure. That’s where affiliate marketing comes in. It bridges influence and impact by turning creator partnerships into performance-driven campaigns that deliver measurable results.
Affiliate models allow brands to tap into trusted creator communities while only paying for actions that matter (like clicks, sales or signups). It’s a scalable, low-risk way to extend reach and drive conversions through authentic recommendations.
“Affiliate marketing is truly a win-win for both brands and creators,” says Gabrielle Pajer, Awin’s US Lead for Influencer Partnerships. “Companies, whether startups or established enterprises, can tap into trusted communities and drive real, measurable results, while influencers monetize their reach through personalized links and discount codes with brands that align with their voice and values. It’s a cost-effective way to scale reach and performance through authentic connections.”
Proof in performance: How McGee & Co. did it
McGee & Co., the interior brand from Studio McGee, is one example of how an integrated affiliate-influencer strategy drove impactful business results.
Looking to scale its creator program and improve measurability, McGee & Co. brought both influencer and affiliate management in-house – integrating with Awin’s affiliate platform and its strategic partner CreatorIQ, a leading influencer management platform. In doing so, McGee & Co. was able to manage influencer relationships and track conversions all in one connected workflow, creating a fully tiered affiliate program that offered creators performance-based commissions, exclusive perks and customizable discount codes.
This structure not only incentivized creators but gave them the flexibility to promote products they knew their audiences would love – which was critical for a brand offering thousands of SKUs. “Creators know what their audience likes best,” said Amanda Houston, Influencer & Affiliate Marketing Manager at McGee & Co. “We knew if we could demonstrate that influencers work really well as affiliates, it opens the door for all the other things influencers are capable of.”
The result? A 300% year-over-year revenue increase through their affiliate program.
What’s next in the influencer economy
The influencer marketing economy isn’t slowing down, but it is getting smarter. With the right technology and strategies, brands can turn creative storytelling into concreate results.
Whether you’re just starting out with influencer marketing or already investing without clear ROI, affiliate platforms like Awin can be a game-changer for your business.
You don’t need celebrity budgets. You need trusted creators, a performance-based approach and a platform built to scale results. The tools are here. The momentum is real. Now, it’s time to move.