The Siren Song of Affiliate Links and Why Publishers Want To Tell You What To Buy.
If you’re in the media world, I’m willing to bet you’re familiar with affiliate links and their proliferation across publisher sites. These “buy-it-now” inks aren’t new (they’ve been around seemingly forever), but recently this strategy has become a priority for publishers looking to diversify revenue streams. The pandemic’s impact on consumer habits and the resulting e-commerce boom have shifted affiliate content investment into overdrive as publishers seek to convert readers into buyers.
It makes sense for content creators to do this; consumers want to make informed purchases, and retailers/manufacturers are willing to pay a sales commission. Do you seek recommendations/reviews online before making a purchase? I sure do. Ten years ago, I may have reserved this type of research for large purchases like a car or an appliance, but now I check reviews or search for recommendations on nearly everything, and I’m not alone. Smartphones make this ridiculously easy, and the meteoric rise of Amazon and their Associates Program has created a gold rush to create content to satisfy consumer demand. As Brian Morrissey recently mused in The Rebooting, publishing is a challenging business, so any promising, alternative revenue stream is a top priority.
Which publishers will enjoy long-term success in the affiliate arms race? Time will tell, but the past week has had another notable commerce-focused addition in Vice’s Rec Room, in addition to the news that the New York Post is creating personalized commerce content using their first-party data. There is also the longstanding rumor that Wirecutter is developing a subscription product (can they replicate Consumer Report’s success?)
Are all recommendations created equal? If every site recommends products, will we reach a saturation point where consumers begin to mistrust brand suggestions? Possibly. Many publishers have invested in covering as many product categories as possible to cash in on consumers seeking product information. This strategy is relatively straightforward; create content that ranks highly for search terms associated with products or categories and reap the benefits of the incoming traffic and (hopefully) a more significant number of clicks-to-buy. Other publishers focus on generating more brand authority within fewer categories that align more closely with their editorial mission.
Editorial reputations need to be nurtured and built over time. My prediction Is content creators dedicated to providing value and maintaining trust with their audiences will enjoy long-term success from increased visits, subscriptions, and, yes, affiliate content conversions.
