Previously restricted to major players in the digital market, affiliate marketing has been gaining ground among companies of all sizes. The model, previously associated with complex structures and high investments, now stands out as an affordable, scalable, and performance-oriented alternative. For small and medium-sized businesses, it represents a real opportunity to generate measurable results with greater predictability.
In practice, the concept today functions as a kind of decentralization of the sales force: brands create programs and invite partners, called affiliates, focusing on promoting their products in exchange for performance-based commissions. This dynamic offers a clear advantage for those who need to grow with a controlled budget: payment only occurs when there is a conversion, whether a click, lead, or sale. Based on this premise, it is a logic that fits any size of business, as long as it is well-structured.
In the case of SMEs, the most common and promising approach has been to invest, for example, in partnerships with niche content creators and micro-influencers. This is because they are people with high engagement in specific communities, capable of generating qualified traffic without requiring significant investments. On the other hand, for larger companies, the adoption of more comprehensive technological platforms becomes more common, including white-label programs and integration with data systems and CRM, enabling a multitude of affiliates to be connected and have their performance analyzed automatically.
Furthermore, it is worth highlighting that the social impact of affiliate marketing is significant, as anyone can participate in this modality as long as they are part of an affiliate platform and have a cell phone with internet to promote their purchase links. This directly contributes to the democratization of access to income generation, especially in a challenging economic scenario like Brazil's, where millions of people seek alternatives to supplement their earnings.
Market data also confirm this movement. In 2023, affiliate marketing generated more than $14 billion worldwide, according to Influencer Marketing Hub. In Brazil alone, there are already more than 30 million people registered on platforms like Hotmart — making us the second-largest country in this segment.
The heated sector is easily explained. According to Business Insider, affiliate marketing can contribute around 16% of the total revenue generated through digital marketing campaigns – a significant amount considering not only conversion but also customer retention.However, we cannot simplify the situation solely based on the financial aspect. The increasing sophistication of platforms has also helped. Today, thanks to technology, it is possible to segment campaigns, monitor channels, compare affiliate performance, ensure transparent compensation, and most importantly, optimize the entire operation based on real data. And of course, the social issue also gains special prominence when we talk about the digital economy.
According to a Mediakix survey, 81% of brands investing in this model claim to have significantly increased their customer base. This shows that the strategy goes beyond direct conversion — it also drives brand awareness and long-term visibility, something that was often overlooked when it came to the performance of affiliates. Moreover, unlike other media fronts, the growth is accompanied by complete control over the budget and predictability of results.
Demystifying affiliate marketing as an exclusive resource for big players is essential to democratize access to strategies that truly deliver results. Today, companies of all sectors and sizes are adopting the format, from large online retailers to small local producers. Whether to sell more, gain visibility, or even attract new audiences, the model has already proven to be a powerful tool — and, above all, adaptable to any type of business.
