With the influencer sector now reaching maturity, marketers across the board are prioritizing accountability and control in their approach to creator marketing. One symptom of that shift is advertisers launching or expanding affiliate creator programs.
In the two years since Walmart launched its creator affiliate program in October 2023, the program has grown “exponentially,” according to head of social commerce Sarah Henry. The retailer’s creator program has taken on a role of increasing importance within the company’s broader creator marketing strategy, with both total revenue made through the program and the amount of money paid out to participating creators increasing over the past year, she said.
The retailer is not alone. Affiliate marketing spend (including both traditional affiliate spending and creator affiliate spending) will increase 10.1% between 2025 and 2026 to $13.2 billion. Affiliate revenues for creators doubled between 2021 and 2024, rising from $570 million to $1.1 billion according to eMarketer.
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