Affiliate marketing is reshaping the relationship between brands and editorial teams. For PR and marketing professionals accustomed to traditional editorial outreach, understanding affiliate links and how they fit into today’s media landscape is essential. This guide will help you navigate affiliate partnerships, ensuring your brand or clients are well-positioned to maximise opportunities with media outlets.

What Are Affiliate Links and Why Do They Matter?

Affiliate links are tracked URLs that allow publishers or bloggers to earn a commission when a reader clicks through and makes a purchase, or signs up to a service. For example, journalists at Telegraph Recommends or The Independent’s IndyBest will write about their top-rated products and include affiliate links to those items on a retailer's website. If a reader clicks on the link and buys a product (it doesn't necessarily need to be that exact product), the site will earn a small percentage of the sale. The links that are used contain special tracking parameters, such as a unique affiliate ID or cookies, to attribute sales or leads back to the affiliate.

For PR professionals, this means that the brands you look after may need to join an affiliate program to be considered for editorial coverage on some media outlets. You may think this is just for the big brands, but you'd be surprised how many small brands can be found on one of the affiliate networks. 

Key Affiliate Platforms

Two of the most popular ways to join an affiliate program are through affiliate networks or content monetisation platforms.

1. Affiliate Networks (Direct Relationships)

Platforms like Awin, Partnerize, CJ Affiliate, and Rakuten connect brands directly with publishers. Platforms like these often involve a more hands-on approach for brands in terms of negotiating terms.

Here’s how it works:

• What you do: Apply to affiliate programs on these platforms, negotiate your terms, and set a percentage of sales or flat fee for leads. Industry averages depend on the type of product, but tend to be between 4%-20% and could be even higher for services. 
• Pros: You have direct control over commission rates and partnerships.
• Cons: Requires more setup and manual link generation.

2. Content Monetisation Platforms (Automatic Linking)

Platforms like Skimlinks and Sovrn Commerce enable publishers to automatically monetise links in their content.

• What you do:
  • First make sure that you join an affiliate network such as Awin, CJ Affiliate, Impact, Partnerize or Rakuten and then apply for Skimlinks integration.
  • Once Skimlinks has approved your program on its affiliate network, it will become accessible to publishers. Skimlinks is widely used in the publishing world - just like Reward Style is widely used within the blogger community. Skimlinks recommend that you open your program to all publishers: the more sites that can write about you, the more potential revenue you can drive from commerce content written about your brand and your products.
• Pros:
  • Easier for publishers to include your links, especially when it is automatic via JavaScript. (Skimlinks converts standard URLs into affiliate links automatically.)
  • Market affiliate promotional offers to all Skimlinks publishers.
  • Transparent insights to view which publishers are driving traffic and sales.
  • Dedicated Growth Manager for Preferred & Premium customers.
• Cons:
  • Less control over individual relationships and commission rates.

Commission Rates:

Commission rates vary depending on the product category and retailer.

Here’s a guide to what you can typically expect:

• Low Rates (1–5%): Electronics, appliances, and high-cost/low-margin items tend to have lower commissions. For example, Amazon UK offers 1-3% on electronics.
• Mid-Rates (5–10%): Fashion, beauty, and home goods usually fall within this range. 
• High Rates (10–20%): Digital products, subscription services, and health supplements with higher profit margins may offer more generous commissions. For example, luxury beauty products sold via Amazon UK can attract rates of up to 12%.

Tip: Offering a competitive rate for your category can help your product stand out. If your brand or client is in a niche market or offers a premium product, consider offering a higher commission to increase editorial appeal.

What Do Media Outlets Look For?

1. Ease of Monetisation: Many publishers prioritise products from brands on platforms like Skimlinks or Awin to streamline affiliate tracking.
2. Competitive Commissions: Higher rates make your product more appealing to publishers.
3. Relevance to Audience: Ensure your product aligns with the publisher’s readership.
4. Transparency: Clearly state your commission rates and affiliate program details in press releases.

Getting Started: Steps to Set Up Affiliate Links

1. Decide on Your Approach: Do you want to build direct relationships with publishers via Awin or Rakuten? Or would you prefer the automated convenience of Skimlinks?
2. Choose Platforms: Research where your target publishers (eg The Telegraph, BuzzFeed) are active. Many large media outlets use Skimlinks or similar platforms.
3. Set Competitive Commission Rates: Benchmark against competitors in your category. Offering slightly higher rates can make your product stand out.
4. Optimise Your Product Pages: Ensure your landing pages are well-designed and conversion-friendly. Publishers are more likely to link to pages that drive sales.
5. Communicate Effectively with Media: Mention your affiliate setup (eg “We’re part of Skimlinks and offer 12% commission”) in your press releases and pitches. Provide high-quality images, clear product details, and target keywords for better editorial alignment.

Simplify Your Affiliate Strategy

If you’re new to affiliate marketing, start with Skimlinks or another automated platform. It’s simple, effective, and ensures you’re included in media outlets’ affiliate ecosystems. As you grow, explore direct partnerships through networks like Awin for higher control and optimised commissions.

Ready to Get Started?

To help your brand or clients navigate affiliate marketing effectively:

• Explore Platforms: Visit Skimlinks or Awin to learn more about their offerings.
• Benchmark Rates: Compare commission standards in your industry.
• Optimise Press Materials: Update your pitches to include affiliate details.
• Leverage DIARY Directory for press outreach: Make use of the new commercial contacts filter, found on the media contacts search page to find relevant media professionals.   

Affiliate marketing is a powerful way to bridge the gap between PR, marketing, and editorial media. With the right approach, your products can gain valuable exposure while driving measurable sales. Start today and set your brand up for success in the evolving media landscape!

Stay tuned for our upcoming interview with a leading industry expert, diving deeper into affiliate marketing insights!