Affiliates

Meta launches updated affiliate link displays

Meta is increasing affiliate link exposure within reels, videos, photos and text posts. Prior to this update, affiliate links had to be included in comments instead. This update increases the visibility of affiliate links, which mirrors what we’re already seeing across TikTok, where affiliate links are front and centre, driving sales in the TikTok Shop. For brands, this could be an opportunity to expand affiliate offerings with creators, as it’s likely to get more reach. For creators, they’re going to have to find the balance between genuine content and content that appears to be overly commercialised and revenue-driven, as it very quickly highlights when they are working as an affiliate.

Expert opinion

Olivia Jones, Affiliate Manager at Embryo

"For brands, this update will have a positive affect on reach, click through rate and conversions and will make it easier to measure success more accurately from influencer campaigns. For influencers, especially micro-influencers who are still growing their audiences and building their platform, it enables them to monetize their content in an easier way. However, influencers need to ensure they still create a healthy mix of organic content as well as promoted content to remain authentic and relatable to their audience."