With an 8% increase in Brazil in 2023 and a forecast to reach R$ 224.7 billion in 2025, affiliate marketing has already established itself as a strategic piece in the digital economy. In practice, the model operates as a decentralized sales network. Brands create their programs and establish partnerships with affiliates, meaning individuals or legal entities that promote products and services in exchange for commissions based on results. This implies that payment only occurs after conversion, whether it be a click, lead, or sale.
According to Hugo Alvarenga, partner and co-CEO of A&EIGHT, an end-to-end digital solutions ecosystem for companies, democratizing access to the affiliate market and demystifying its use among small businesses is the next step to accelerate digital transformation and make businesses more inclusive and competitive. “For a long time, affiliate marketing was seen as a strategy exclusive to large companies with robust digital operations. However, this scenario has changed irreversibly,” explains the executive.
“This performance-based model emerges as one of the most accessible, scalable, and efficient solutions for brands of all sizes, especially for small and medium businesses seeking predictability, return on investment, and sustainable growth,” emphasizes Alvarenga.
He also highlights that besides its benefits for brands, it is essential to note that the model also has significant social impact since anyone with a cell phone and internet access can become an affiliate and generate income. The data supports this idea, as in Brazil, over 30 million people are already registered in affiliate platforms, positioning the country as the second-largest market worldwide.
Check out the following five valuable tips for those who wish to explore this model strategically:
1. Start with niche influencers and micro creatorsFor small and medium businesses, partnerships with micro-influencers and specialized content creators often bring excellent cost-benefit. “They have high credibility within specific communities, as their audiences see them as ‘peers’ and not as distant celebrities. This perception strengthens trust in the recommendation, something crucial in the decision-making funnel,” details Alvarenga.
2. Use reliable affiliate platformsAffiliate platforms act as intermediaries between brands and affiliates, offering technology, security, and an already established base of influencers and content producers. These tools also provide resources for monitoring and analyzing results, as well as enabling companies of all sizes to enter this ecosystem in a simple and secure way.
According to the expert, among the main benefits are the automation of payments and commissions and the ease of scaling campaigns with multiple affiliates. “Consolidated platforms are ideal for brands to have control over actions while being able to increase reach and engagement,” he clarifies.
3. Segment your campaigns from the beginning
Today’s available technology allows for audience segmentation, channel testing, and real-time performance tracking. Alvarenga says that the ideal is to leverage these resources to optimize campaigns, identify the most effective affiliates, and allocate the budget better. “Effective segmentation avoids budget waste. The campaigns that perform the best are those that communicate the right message, on the right channel, to the right person,” he emphasizes.
4. Invest in transparency and affiliate relationships The partnership with affiliates goes beyond simple commission. The executive explains that lack of transparency can lead to demotivation or even drive away the top producers, as success in affiliate marketing is directly linked to trust.
“Establish clear rules, offer fair commissions, and maintain constant communication with your partners. This strengthens engagement and improves the overall network performance,” affirms the co-CEO, who also adds “remember that a well-informed, motivated, and respected affiliate tends to act as a true brand ambassador.”
5. See beyond conversion: visibility also matters More than generating direct sales, affiliate marketing also contributes to brand recognition. According to a Mediakix survey, 81% of companies investing in this strategy claim to have expanded their customer base. The channel, therefore, is also a powerful tool to attract new audiences and increase companies’ reach.
“Not every action in the affiliate market needs to generate direct sales to be considered valuable. Affiliate marketing also plays a role in the customer journey discovery phase,” concludes Alvarenga.
