# Affiliate and Influencer Marketing Standards

## Overview

Best practices for affiliate marketing and influencer partnerships including partnership management, disclosure requirements, tracking, and performance optimization.

---

## Affiliate Marketing Standards

### Affiliate Program Structure

**Commission Models**:
- **Pay Per Sale (PPS)**: Commission on completed sales (most common)
- **Pay Per Lead (PPL)**: Commission on qualified leads
- **Pay Per Click (PPC)**: Commission on clicks (less common)
- **Recurring Commission**: Ongoing commission for subscriptions

**Commission Rates**:
- **Digital Products**: 30-50% (low overhead)
- **Physical Products**: 5-15% (higher costs)
- **SaaS/Subscriptions**: 20-30% recurring
- **High-Ticket Items**: 10-20% (larger dollar amounts)

**Cookie Duration**:
- **Short**: 24-48 hours (impulse purchases)
- **Medium**: 30 days (standard)
- **Long**: 60-90 days (considered purchases)
- **Lifetime**: Permanent attribution (rare)

### Affiliate Recruitment

**Ideal Affiliate Profile**:
- Relevant audience (matches your target market)
- Engaged following (high interaction rates)
- Quality content (professional, trustworthy)
- Ethical practices (no spam, black-hat tactics)
- Track record (proven conversion rates)

**Recruitment Channels**:
- Affiliate networks (ShareASale, CJ Affiliate, Impact)
- Direct outreach to bloggers/content creators
- Affiliate program directories
- Industry events and conferences
- Existing customer referrals

### Affiliate Onboarding

**Provide**:
- Affiliate agreement (terms and conditions)
- Brand guidelines and assets (logos, images, copy)
- Product information and USPs
- Promotional materials (banners, email templates)
- Tracking links and unique affiliate IDs
- Commission structure and payment terms
- Best practices and success tips

**Example Welcome Email**:
```
Subject: Welcome to [Brand] Affiliate Program!

Hi [Name],

Welcome to the [Brand] affiliate program! We're excited to partner with you.

Here's what you need to get started:

1. Your Affiliate Dashboard: [Link]
2. Tracking Links: [Link]
3. Promotional Assets: [Link]
4. Brand Guidelines: [Link]

Commission Structure:
- 30% commission on all sales
- 30-day cookie duration
- Monthly payouts (minimum $50)

Need help? Contact us at affiliates@brand.com

Let's drive some sales!
[Your Name]
```

---

## Influencer Marketing Standards

### Influencer Tiers

**Nano-Influencers** (1K-10K followers):
- Highly engaged, niche audiences
- Authentic, personal connections
- Lower cost ($10-$100 per post)
- Best for: Local businesses, niche products

**Micro-Influencers** (10K-100K followers):
- Engaged, targeted audiences
- Trusted recommendations
- Moderate cost ($100-$500 per post)
- Best for: Most brands, high ROI

**Mid-Tier Influencers** (100K-500K followers):
- Broader reach, professional content
- Higher cost ($500-$5,000 per post)
- Best for: Brand awareness campaigns

**Macro-Influencers** (500K-1M followers):
- Wide reach, celebrity status
- High cost ($5,000-$10,000+ per post)
- Best for: Large brands, mass market

**Mega-Influencers** (1M+ followers):
- Massive reach, household names
- Very high cost ($10,000-$1M+ per post)
- Best for: Major brand campaigns

### Influencer Vetting

**Audience Quality**:
- Engagement rate (likes, comments, shares)
- Follower authenticity (check for fake followers)
- Audience demographics (age, location, interests)
- Audience alignment with your target market

**Content Quality**:
- Professional photography/videography
- Consistent posting schedule
- Brand alignment (values, aesthetics)
- Previous brand partnerships

**Red Flags**:
- Sudden follower spikes (bought followers)
- Low engagement rate (< 1-2%)
- Generic, low-quality content
- Controversial past behavior
- Inconsistent brand partnerships

**Tools**:
- HypeAuditor (audience quality analysis)
- Social Blade (follower growth tracking)
- Upfluence (influencer discovery)
- AspireIQ (influencer management)

### Partnership Types

**Sponsored Posts**:
- One-time post featuring product/service
- Fixed fee per post
- Clear deliverables (1 post, 3 stories, etc.)

**Affiliate Partnerships**:
- Commission-based (% of sales)
- Unique discount code or tracking link
- Ongoing relationship

**Brand Ambassadors**:
- Long-term partnership (6-12 months)
- Multiple posts per month
- Exclusive or semi-exclusive arrangement
- Higher investment, deeper relationship

**Product Seeding**:
- Send free products for review
- No guaranteed post (organic mention)
- Low cost, low commitment

**Takeovers**:
- Influencer manages your social account for a day
- Fresh content, new audience exposure
- Requires trust and clear guidelines

---

## Disclosure and Compliance

### FTC Disclosure Requirements

**Required Disclosures**:
- Clear and conspicuous disclosure of material connection
- Disclosure must be unavoidable (not hidden)
- Use clear language ("ad", "sponsored", "partner")
- Disclose in each post (not just bio)

**Acceptable Disclosures**:
- ✅ "#ad" or "#sponsored" at beginning of post
- ✅ "Paid partnership with [Brand]" (Instagram feature)
- ✅ "This post is sponsored by [Brand]"
- ✅ "I'm partnering with [Brand] to bring you..."

**Unacceptable Disclosures**:
- ❌ "#sp" or "#spon" (not clear enough)
- ❌ Disclosure buried in hashtags
- ❌ Disclosure only in bio
- ❌ "Thanks [Brand]" (ambiguous)

### Platform-Specific Requirements

**Instagram**:
- Use "Paid partnership with [Brand]" tag
- Include "#ad" or "#sponsored" in caption
- Disclose in Stories (text overlay or sticker)

**YouTube**:
- Check "Includes paid promotion" box
- Verbal disclosure in video
- Written disclosure in description

**TikTok**:
- Toggle "Branded content" disclosure
- Include "#ad" in caption
- Verbal disclosure in video

**Blog Posts**:
- Disclosure at top of post (above fold)
- Clear, unambiguous language
- Disclose affiliate links

---

## Tracking and Attribution

### Affiliate Tracking

**Tracking Methods**:
- **Unique URLs**: Affiliate-specific landing pages
- **Coupon Codes**: Unique discount codes per affiliate
- **Tracking Pixels**: Cookie-based attribution
- **UTM Parameters**: Google Analytics tracking

**Example Tracking URL**:
```
https://example.com/product?ref=affiliate123&utm_source=affiliate&utm_medium=blog&utm_campaign=spring-sale
```

### Influencer Tracking

**Metrics to Track**:
- Reach (impressions, views)
- Engagement (likes, comments, shares)
- Traffic (clicks to website)
- Conversions (sales, signups)
- ROI (revenue / investment)

**Tracking Tools**:
- Unique discount codes
- Affiliate links
- UTM parameters
- Dedicated landing pages
- Influencer marketing platforms (AspireIQ, Traackr)

---

## Campaign Management

### Campaign Brief Template

```markdown
# Influencer Campaign Brief

## Campaign Overview
- **Campaign Name**: Spring Product Launch
- **Objective**: Drive awareness and sales
- **Timeline**: March 1-31, 2024
- **Budget**: $5,000

## Deliverables
- 1 Instagram feed post
- 3 Instagram Stories
- 1 TikTok video

## Key Messages
- Product benefits: [List]
- Unique selling points: [List]
- Brand values: [List]

## Creative Guidelines
- Use brand hashtag: #BrandName
- Tag brand account: @BrandName
- Include product in lifestyle setting
- Authentic, personal tone

## Dos and Don'ts
✅ Show product in use
✅ Share personal experience
✅ Use natural lighting
❌ Over-edit photos
❌ Make medical claims
❌ Compare to competitors

## Disclosure
- Include "#ad" at beginning of caption
- Use Instagram "Paid partnership" feature

## Approval Process
- Submit draft for approval 48 hours before posting
- Revisions within 24 hours
- Final approval before going live

## Compensation
- $500 per deliverable
- Payment within 30 days of posting
- Bonus $200 if post generates 50+ sales
```

---

## Performance Optimization

### Affiliate Optimization

**High-Performing Affiliates**:
- Increase commission rates (incentivize)
- Provide exclusive offers or early access
- Feature in affiliate newsletter
- Offer performance bonuses
- Provide additional promotional materials

**Underperforming Affiliates**:
- Provide training and resources
- Share best practices from top performers
- Offer different promotional materials
- Adjust commission structure
- Consider removing inactive affiliates

**Optimization Tactics**:
- Seasonal promotions and bonuses
- Tiered commission structure (higher sales = higher %)
- Limited-time commission increases
- Contests and leaderboards
- Exclusive affiliate-only products

### Influencer Optimization

**Content Performance Analysis**:
- Which content types perform best? (Reels, Stories, Posts)
- What messaging resonates? (Benefits, features, lifestyle)
- Which CTAs drive action? (Swipe up, link in bio, discount code)
- Optimal posting times and days

**Relationship Building**:
- Regular communication and check-ins
- Share campaign results and feedback
- Invite to exclusive events or product launches
- Feature influencer content on brand channels
- Long-term partnerships over one-offs

---

## Compensation Models

### Influencer Compensation

**Flat Fee**:
- Fixed payment per deliverable
- Predictable cost
- No performance risk for influencer

**Commission-Based**:
- % of sales generated
- Performance-based
- Lower upfront cost, higher potential payout

**Hybrid**:
- Base fee + commission
- Balances risk and reward
- Incentivizes performance

**Product Exchange**:
- Free products in exchange for content
- Works for nano/micro-influencers
- Lower cost, less commitment

**Usage Rights**:
- Additional fee for repurposing content
- Specify duration and channels
- Typically 20-50% of original fee

### Payment Terms

**Standard Terms**:
- Net 30 (payment within 30 days of posting)
- 50% upfront, 50% upon completion
- Payment upon approval of content

**Considerations**:
- Larger influencers may require upfront payment
- Establish clear payment milestones
- Use contracts to protect both parties

---

## Legal and Contracts

### Affiliate Agreement

**Key Terms**:
- Commission structure and payment terms
- Cookie duration and attribution
- Prohibited promotional methods (spam, PPC on brand terms)
- Intellectual property rights
- Termination clause
- Confidentiality

**Example Clause**:
```
Commission Structure:
Affiliate will receive a 30% commission on all sales generated through their unique affiliate link. Commission is calculated on the net sale amount (excluding taxes, shipping, and refunds). Cookie duration is 30 days from initial click.

Prohibited Activities:
Affiliate may not:
- Bid on brand name keywords in paid search
- Send unsolicited emails (spam)
- Make false or misleading claims
- Use brand trademarks without permission
```

### Influencer Contract

**Key Terms**:
- Deliverables (number and type of posts)
- Timeline and posting schedule
- Compensation and payment terms
- Content approval process
- Usage rights and exclusivity
- FTC disclosure requirements
- Performance metrics and reporting

**Example Clause**:
```
Deliverables:
Influencer agrees to create and publish the following content:
- 1 Instagram feed post (to remain live for minimum 90 days)
- 3 Instagram Stories (24-hour duration)
- 1 TikTok video (to remain live for minimum 90 days)

All content must include clear disclosure of paid partnership using "#ad" and Instagram's "Paid partnership" feature.

Content must be submitted for approval 48 hours prior to posting. Brand has 24 hours to request revisions.
```

---

## Fraud Prevention

### Affiliate Fraud

**Common Fraud Types**:
- **Cookie Stuffing**: Placing cookies without user consent
- **Click Fraud**: Generating fake clicks
- **Trademark Bidding**: Bidding on brand keywords (if prohibited)
- **Coupon Abuse**: Creating unauthorized coupon codes
- **Fake Leads**: Submitting false lead information

**Prevention Measures**:
- Monitor affiliate activity regularly
- Use fraud detection tools (Fraudlogix, ClickCease)
- Prohibit specific tactics in agreement
- Require approval for promotional methods
- Investigate suspicious spikes in traffic/sales

### Influencer Fraud

**Common Fraud Types**:
- **Fake Followers**: Purchased or bot followers
- **Engagement Pods**: Groups artificially inflating engagement
- **Screenshot Fraud**: Faking analytics screenshots
- **Fake Giveaways**: Promising giveaways to boost engagement

**Prevention Measures**:
- Vet influencers thoroughly (use HypeAuditor, Social Blade)
- Check engagement rate and quality
- Verify follower authenticity
- Request backend analytics access
- Start with smaller test campaigns

---

## Best Practices Summary

### DO

✅ Vet affiliates and influencers thoroughly
✅ Provide clear guidelines and expectations
✅ Ensure FTC disclosure compliance
✅ Track performance and ROI
✅ Build long-term relationships
✅ Communicate regularly
✅ Pay on time
✅ Provide quality promotional materials
✅ Optimize based on performance data
✅ Use contracts to protect both parties

### DON'T

❌ Work with anyone without vetting
❌ Ignore disclosure requirements
❌ Fail to track attribution
❌ Micromanage creative content
❌ Delay payments
❌ Neglect underperforming partners
❌ Allow prohibited promotional tactics
❌ Skip contracts or agreements
❌ Ignore fraud red flags
❌ Focus only on follower count

---

## Metrics and KPIs

### Affiliate Metrics

**Performance Metrics**:
- **Clicks**: Traffic driven to site
- **Conversion Rate**: % of clicks that convert
- **Sales**: Total revenue generated
- **EPC (Earnings Per Click)**: Revenue / Clicks
- **AOV (Average Order Value)**: Revenue / Orders
- **ROI**: (Revenue - Commission) / Commission

**Benchmarks**:
- Conversion Rate: 1-5% (varies by industry)
- EPC: $0.50-$5.00 (varies by commission rate)
- ROI: 300-500% (3-5x return)

### Influencer Metrics

**Reach Metrics**:
- Impressions
- Reach
- Follower count

**Engagement Metrics**:
- Likes, comments, shares
- Engagement rate: (Engagements / Reach) × 100
- Saves and shares (high-value actions)

**Conversion Metrics**:
- Website clicks
- Discount code usage
- Sales attributed
- Cost per acquisition (CPA)
- ROI: Revenue / Investment

**Benchmarks**:
- Engagement Rate: 1-3% (macro), 3-6% (micro), 6-10% (nano)
- CTR: 0.5-2%
- Conversion Rate: 1-5%

---

## Tools and Platforms

### Affiliate Networks

- **ShareASale**: Large network, diverse merchants
- **CJ Affiliate (Commission Junction)**: Enterprise-level
- **Rakuten Advertising**: Global network
- **Impact**: Performance marketing platform
- **PartnerStack**: SaaS-focused affiliate platform

### Affiliate Software

- **Refersion**: Shopify-friendly affiliate tracking
- **Post Affiliate Pro**: Self-hosted affiliate software
- **Tapfiliate**: Cloud-based affiliate tracking
- **AffiliateWP**: WordPress affiliate plugin

### Influencer Platforms

- **AspireIQ**: Influencer discovery and management
- **Upfluence**: Influencer search and analytics
- **Traackr**: Influencer relationship management
- **CreatorIQ**: Enterprise influencer marketing
- **Grin**: E-commerce influencer marketing

### Analytics and Tracking

- **Google Analytics**: Website traffic and conversions
- **HypeAuditor**: Influencer audience quality
- **Social Blade**: Social media analytics
- **Bitly**: Link tracking and analytics

---

## Resources

- **FTC Endorsement Guides**: Official disclosure requirements
- **Affiliate Summit**: Industry conferences and education
- **Performance Marketing Association**: Industry organization
- **Influencer Marketing Hub**: News, guides, and tools
- **Social Media Examiner**: Social media marketing strategies


