Affiliate Marketing Vs Influencer Marketing: When to Use Each

The main difference between affiliate marketing and influencer marketing

Influencer marketing vs affiliate marketing?! In influencer marketing you pay a flat fee and get the traffic from views. In an affiliate you give creators unique promo codes or special affiliate links. They add it in their content (for example caption or inst story), and you only pay a commission when someone clicks that link and makes a purchase through it. 

Comparison of affiliate vs influencer marketing.

And what about the traffic? In both cases it comes from interested users who click those links or use those promo codes and finally land on the website. Such customers are usually motivated by special discounts or exclusive perks.

So, while both involve influencers, the key difference between affiliate and influencer marketing lies in how you pay and how success is measured. 

Unlike affiliate marketing, which is all about paying for results like sales, influencer marketing focuses more on things like reach, views, clicks, and engagement. It's not just about conversions — it’s about brand’s visibility and connection.

Pricing can vary a lot and is based on the set of the metrics. A common baseline is around $10 per 1,000 followers, but some influencers might charge based on clicks or overall engagement. It depends on the creator and the campaign goals. But the thing is that you pay a flat fee for complex content work.

Wait..you're paying for more than just sales — you're investing in the influencer’s voice, creativity, and audience trust to help grow your brand.

How affiliate marketing works

When influencers collaborate with brands through affiliate marketing, they receive a percentage of each sale they make. Each influencer is given a personalized affiliate link or promo code to track their referrals. They also have access to a personalized affiliate dashboard.

Why is it needed? This lets them track the statuses of payment, how many sales they've driven — all thanks to their unique promo code or affiliate link. It also allows creators to withdraw their money.

Imagine this: someone is attracted by an influencer’s review of a JJ’s House dress. In the real video, the fashion influencer, Dhiya Johnson shares a special discount promo code in her caption [DJ1301] (double marketing kick). 

She found the brand’s affiliate program. The viewers love the dress and of course are attracted by an offer. They use the code during the online checkout process, and get a nice discount. 

Once the purchase is complete, the influencer earns a commission from this sale — mmm, 10%.

It's a win-win strategy where everyone gets benefits for the result: the brand gets a sale, the customer gets a deal, and the influencer earns money for just real sales made. There are no risks and wasted money.

How influencer marketing works

Basically, you team up with a content creator who promotes your product through a sponsored post, video, or story. You pay them a fixed fee. And in return, they share your product with their audience, trusted people who already engage with their content.

For example, one of our IQFluence clients, a skincare brand, partnered with a beauty TikTok influencer. The campaign goal was to increase the websites’ traffic by 20% and increase the brand’s visibility. 

The influencer created a GRWM skincare routine featuring their serum with the website’s link in her caption. No hard selling — just naturally incorporated real experience. 

The results? The video pulled in over 150K views and tons of engagement. The website’s traffic increased 23,5%, of course, maximizing the brand's visibility.

What is common between influencer marketing and affiliate marketing

Influencer marketing and affiliate marketing involve partnering with creators who already have an audience that trusts them. Whether it’s an Instagram blogger, YouTuber, or TikTok creator, the idea is the same: tap into their influence to promote your product.

In both cases, the creator features your brand in their content — maybe it’s a review, an unboxing, or a “favorites” roundup. You're basically borrowing their voice and connection with their followers to spread the word about your product.

Another thing they share? Influencer vs affiliate marketing are both great for building brand credibility. When someone sees a creator they follow genuinely using and recommending a product, it feels more real than a traditional ad.

Also, both models can spy on the same campaign goals whether it’s a cold lead generation, increased website traffic, or sales. 

It’s time to talk about the benefits of collaborating with influencers in influencer marketing.👇

3 reasons to choose influencer marketing 

Influencer marketing drove billions of dollars in 2024. According to Oberlo, the influencer marketing market size reached $24 billion in 2024, marking a 13.7% annual increase 🤯

Let’s take a look at the key benefits of collaborating wiith influencers that set it apart with real IQFluence clients cases that help if you’re about to start a new influencer collaboration.

1️⃣ Control over messaging

Here is a popular case - you're launching a new product, and you want the world to know exactly why it matters. That’s where influencer marketing gives you something affiliate marketing can’t control over your message.

See, with influencers, you’re not just handing over a link and hoping for clicks. You’re crafting a story. You get to say, “Hey, here’s how I want people to feel when they see this. Here’s what makes it special.” And the influencer? They take that message and wrap it in their own tone, their own style — but they stick to the core of what you want to highlight.

Now, compare that to affiliate marketing. You give out a link and maybe some promo assets, and affiliates run with it however they want. Sometimes it's a blog buried with dozens of other deals. You lose the tone, the nuance — even the brand personality.

We tried both with a client launching eco-friendly kitchenware. The affiliates hit the deal-hunting crowd. But the influencers? They created videos showing how the products fit into their zero-waste lifestyles. That content? It lived longer, got reshared, and brought in actual fans, not just one-time buyers.

So if you're serious about shaping your brand story, influencer marketing is your move.

2️⃣ Storytelling sells better than direct sales pitch

People don’t fall in love with discount codes. They fall in love with stories. With influencers, you’re not dropping links and hoping someone bites. You’re tapping into their world, their routines, their values. The product becomes part of a lifestyle — it’s the tote bag they carry every day, the snack they swear by, the software that saves their team hours.

Now, here’s the proof. A client of mine launched a premium herbal tea line. The affiliate campaign brought clicks, sure — but mostly deal-hunters looking for the cheapest organic tea. High bounce rates. Low repeat buys. No community.

Meanwhile, the influencer campaign? We partnered with three wellness creators. One made a “Sunday Reset” reel with the tea as her self-care ritual. Another did a “What I drink instead of coffee” post. The third filmed a cozy morning routine featuring the tea with soft music and gentle lighting.

Those posts didn’t just sell tea. They sold calm, routine, identity. And the results? 3x higher conversion rate, longer site time, and — my favorite part — returning customers who tagged their own routines with the brand’s hashtag.

So ask yourself: do you want clicks, or do you want connection?

3️⃣ Content creation value

Content is a goldmine you get from influencers. Seriously — when you hire the right creator, you're not just paying for exposure. You're investing in high-quality, authentic, brand-aligned content that you can reuse everywhere.

Think about it: you spend hours (and budget) organizing your own shoots, briefing designers, writing captions. But with influencer marketing? You’re getting all of that, already wrapped in a creator’s aesthetic and voice — the exact one your target audience trusts and loves.

Let me show you what I mean. One of IQFluence's clients sells handcrafted candles. They tried affiliate marketing first — and yeah, they got traffic, but the affiliates used generic banners or coupon codes slapped on deal sites. No visuals. No vibe. No brand love.

Then we tried influencers. One creator shot a moody, candlelit shelfie that looked like it belonged in a lifestyle magazine. Another made a “slow evening routine” TikTok with the candle crackling softly in the background. Those posts? The brand reposted them on their own feed, used them in ads, and even on their product pages. The content felt so real, customers kept saying, “I saw this on [influencer’s] page and had to try it.”

No need to hire a full crew. No need to stress over what “authentic” looks like. Influencers hand it to you, ready to plug and play. So if you’re stretched on time or budget for content — this is your shortcut.

4 reasons to choose affiliate marketing and secure your budget

While affiliate marketing is definitely part of traditional marketing, it has its own twist. There are some key features that set it apart. Here are the main advantages👇

1️⃣ Pay for results

With affiliate marketing, you’re not just hoping your budget is well-spent blindly investing fixed fees. You’re paying based on actual results. 

The cool part? Influencers are motivated to do their best because their commission depends on the sales they drive. It’s a win-win strategy for everyone — the customer, your brand, and the influencer, all helping each other.

2️⃣ Track who exactly drive sales

With traditional influencer marketing, it can be hard to track exactly who’s driving sales. People often take time to think about it, save the product, forget about it, and then buy it later — even when the brand works with another influencer. But with affiliate marketing, it's super clear. 

Thanks to unique affiliate links and codes, you can track exactly which influencer is bringing in the sales — and which ones aren’t. 

In the future, you can foster long-term collaborations with the influencers you are 100% sure about.

3️⃣ Get increased traffic

One of the best things about affiliate marketing? You’re not paying for clicks, views, or engagement — but you still get them for free. That means more website traffic, new leads, and (bonus!) a boost in your SEO ranking... all without spending extra.

4️⃣ Being on trend

Today, affiliate marketing is super popular thanks to its easy, relatable format. More and more people are on the lookout for discount promo codes as they share them with friends and family, and some even create special channels or groups just to swap codes with each other.

And one more bonus? All those shared backlinks to your website help boost your SEO ranking and foster new leads.

And what tools are needed to track influencer marketing?

5 Tools to track influencer marketing

Checking influencers manually will take all your time and nerves, so it is highly (veryyy highly) recommended to choose a good influencer tracking tool. After years of working in influencer marketing, I have tested many solutions. Now I’m not going to promote any brands but want to help you get a clue on the must-have tools for influencer marketing. Here are the criteria to spy on. 👇

1️⃣ Influencer discovery tool 

The creator discovery tool offers influencer search by your own criteria, such as location, age, language, and more.

First and foremost, look for a tool that offers robust filters (for both influencer and his audience) to help you find the perfect match in no time. Let’s say It has to be looking for creators in [Spain], who speak [Dutch] and lookalike [Ronaldo]. It should cater to these needs easily. 

Influencer search filters in IQFluence. Test how it works with a 7-day free trial. 

 The software is also expected to include filters for gender, age, interests, engagement rate, account type, and more. These filters make it easy to evaluate the key data and metrics of the influencers you're targeting, ensuring you find the right fit for your brand.

2️⃣ Influencer analysis tool

When you have the list of creators filtered by your own parameters, you need more detailed insights. They include influencers content and audience analysis, as well as their most viral posts. So the tool has to generate reports on the influencer’s key metrics such as engagement rate, followers growth, average likes, comments, saves, and shares. 

Influencer analytics dashboard in IQFluence. Test how it works with a 7-day free trial.

Plus, include influencer analytics on audience age and gender split, languages, interests, lookalikes, and brand affinity. These reports allow you to assess whether the influencer’s metrics and audience aligns with your marketing goals, ensuring a more effective partnership.

3️⃣ Audience vetting tool

Followers vetting tool is a solution that allows you to track the percentage ratio of real people compared to bots.

IQFluence audience vetting tool. Test how it works with a 7-day free trial.

 A good tool should break down the influencer’s audience — like showing what percent are real people, mass followers, or even suspicious accounts. That way, you’re not just wasting your money but actually know who you’re reaching.

4️⃣ Outreach tool

To save time and avoid digging around for contact info, a good platform should include influencer outreach tools with up-to-date contact details. And if it also comes with influencer outreach email templates and CRM integration? That’s a total win!

5️⃣ Campaign monitoring tool

Campaign tracking tool is a solution that monitors the influencer campaigns you have launched.

The software tracking real-time campaigns, organized according to your budget, goals, and campaign sizes is what every influence marketer needs. 

Campaign monitoring tool in IQFluence. Test how it works with a 7-day free trial.

 The software ideally has to show all the metrics including CPC, CPA, CPR to evaluate your ROI.

4 Tools to track affiliate marketing

And what features does a good affiliate tracking software have to have? Here’s tool-to-tool a breakdown: 

1️⃣ Audience Vetting Tool

Again, you need an audience vetting tool to secure your budget and be sure you know that the influencer has a real audience. It is best when a tool generates reports on influencer audience split with real people, mass followers, and suspicious accounts ratio. 

2️⃣ Unique Links Generation

To know how every influencer performs you need a platform that integrates unique links for each affiliate so you can track exactly how much revenue they’re bringing in. Let’s look at an affiliate link example: https://yourbrand.com/product?ref=influencername123

This link includes:

• Your brand’s or product’s URL (https://yourbrand.com/product)

• A unique referral code or username (ref=influencername123) that identifies the specific influencer

Imagine: customers click the link or use the promo code to make purchases. And the platform? It immediately tracks the sales to attribute the revenue to the influencer with that code. Brands can easily measure the impact of every influencer.

3️⃣ Discount Codes Management 

A good discount code management tool should make your life way easier. At the very least, it should let you generate and organize unique promo codes to manage affiliate campaign of each influencer — no mix-ups, no stress. 

You’ll also want tracking features so you can see which codes are actually driving sales and who deserves that sweet commission. Bonus points if it shows code usage in real time, helps prevent duplicates, and lets you set expiration dates or limits. 

Oh, and integrations with your e-commerce platform? Total game-changer. Whether you’re running 5 influencers or 50, the right tool keeps everything smooth, trackable, and totally under control.

4️⃣ Influencer Affiliate Dashboard

Besides, you need to give access to the influencers to show that everything is clear. For that, the platform should have a special affiliate dashboard where the content creators can see results.

Influencer affiliate dashboard example. Image source.

It needs to show key stats like clicks, sales, and commission earned. Each person should get their own unique link or promo code, and the dashboard should break down exactly how much traffic and revenue each one drives. Bonus if it includes campaign deadlines and payout status all in one spot. 

Let’s look at how companies blend affiliate and influencer marketing services. 👇

Top brands that incorporate affiliate marketing and how

When it comes to affiliate marketing, just theory isn’t enough, eh. Well-performed influencer concept collaboration examples are what truly inspire! The challenge? Good references are hard to find —  that’s why I’ve gathered some of the best examples from top companies.

Actually, big brands — especially online retailers — spend a lot of time and money developing influencer affiliate programs. Here are some of the most popular ones. 👇

Amazon

Amazon, as the biggest big online retailer, has the Amazon Associates Program, where influencers and publishers can earn with their content.

Amazon marketing influencer affiliate program.

Basically, creators can share Amazon product links in their content, and every time someone clicks and buys, they earn a small commission. Whether it’s a beauty product, kitchen gadget, or even a book, if it’s on Amazon, it can be part of your affiliate hustle. 

Amazon & Indy Belle

Fashion and lifestyle at the same time? It’s all about Indy, a fashion blogger with 1,2 M+ followers on Instagram. She consistently shares her stylish findings for daily, fitness, and going-out outfits. Affordable and stylish? Yes! That’s exactly what her audience looks for.

Image source.

In a recent Instagram Reel, Indy showcased cool summer outfits accessorized with trendy pieces. To obtain affiliate links for these items, viewers are prompted to comment  "Links," after which they receive a direct message with shopping details.

The results? Amazing!

• 1M+ views

• 6330+ engaged comments

• Boosted traffic to Amazon’s website. 

The Amazon affiliate program is easy to join, and with millions of products to choose from, there’s something for every niche.

Temu

Temu also incorporated an affiliate influencer program with cool rewards. Creators can promote their products and earn commissions up to 30% on sales, plus some extra rewards for referrals. 

Temu affiliate program.

The more people they bring in, the bigger the rewards, whether that’s through higher commissions, gift cards, or exclusive perks. For example, Influencers receive a $5 reward for each new user who downloads the Temu app through their referral link. 

There are also bonus campaigns offering extra incentives, such as $30 for referring 10 new users or $200 for 50 new users. It’s a great deal for influencers looking to earn by sharing Temu’s diverse range of affordable products with their followers.

Temu & Shelly Bombshell

Talk about home vibes. It’s what Shelly Bombshell delivers — home findings, hauls, and furniture ideas. Her audience consists of those looking for home decor inspiration and cozy ideas.

That’s why Temu hired her to promote a functional kitchen cabinet through an affiliate program. In an IG video reel, she organized it with food and beverages, demonstrating its storage capability.

The hook? Affiliate code “djq9449”, offering her audience a discount on their purchase.

Image source.

The results? Crazy!

• 7,1M+ views

• More than 1,200 engaged comments

• Boosted traffic to Temu’s website.

Top Brands that Incorporate Influencer Marketing and How

As we’ve mentioned, affiliate marketing is definitely trending in 2025. Just look at the results of top brands that work with influencers by adding affiliate strategies to their mix. These brands are leading in influencer marketing and setting strong examples for others to follow.

Curiosity Box

Curiosity Box is a major retailer of science-themed toys like chess sets and educational card games. They focus on people who love science, nature, and mind-bending games. Thus, teaming up with James Andrews was a perfect match. His content is all about physics and cool science facts, and his audience totally aligns.

In one of his Instagram Reels, James featured an anatomy cards made with transparent material, giving a detailed look at the human body. He also shared an affiliate code “JDS25” for 25% off.

Image source.

The results? Seriously impressive.

•  5.2M+ views

• 600+ engaged comments

• Curiosity box strengthened its position as an educational and entertaining brand.

NOW Foods

NOW foods is a nutrition brand that offers everything from vitamins and protein to essential oils and beauty products. Their audience? Wellness-focused, health-conscious people, athletes, and anyone into wellness living.

That’s why partnering with Jess Bipen, a fitness and nutrition influencer, made total sense. She shares healthy recipes and wellness tips with an audience that truly matches the brand’s vibe.

NOW Foods ran a successful affiliate campaign with Jess, where she posted a no-sugar oatmeal recipe using their organic oats. She also shared a promo code “JESSICA” for 20% off.

Image source.

The results? Omg!

• 160K+ views

• 3,960+ comments

• NOW Foods not only boosted engagement but also strengthened its position as a go-to for healthy, high-quality products.

So, affiliate & influencer marketing are complementary strategies that are often successfully blended together. Now, it’s time to hear from our experts👇

Influencer & Affiliate Marketing: Do’s and Dont’s

Honestly, it's hard to define at once what suits your brands needs better — influencer vs affiliate marketing. While both tap into creator ecosystems, the mechanics, mindset, and ROI models behind each are completely different.

So, I’ve decided to present it through a do and don't tips interview I did with my colleagues, influencer and affiliate marketing experts. Let me introduce them:

Elen is an influencer digital marketing strategist with 12+ years of experience leading and scaling campaigns for igaming, fashion, and lifestyle brands. She’s experienced in working with creators across Instagram, TikTok, and YouTube. 

Anastasia is a performance-driven marketing consultant who’s helped SaaS platforms, cloud, and info-product businesses grow sales via different channels, including affiliate. 

In this conversation, we dig into audience evaluation, creator onboarding, relationship management, red flags to avoid — and when each strategy is the right move for your business.

Me: I’ve noticed both affiliate & influencer marketing involve bloggers or content creators — but how do you actually evaluate their audience? It can’t be just about the number of followers, right?

Elen, influencer marketing expert: Exactly. The follower count is a vanity metric unless you know who those followers are. You want relevance, not just reach. I always recommend analyzing audience demographics — age, location, interests — through tools like IQFluence or even direct analytics from the creator. Also, watch for real community engagement. If the comments are genuine and the replies thoughtful, that’s a good sign the audience trusts them.

Anastasia, affiliate marketing guru: You don’t need to go deep into audience analysis like you would with influencer campaigns — affiliate marketing is all about results, and you only pay when there’s a sale. But still, it’s smart to do a quick check. You want to make sure their audience actually lines up with your product. Otherwise, you’re just wasting time preparing marketing materials for them. 

Me: Got it. So once you’ve found a strong creator, what’s a mistake you see brands make when starting the influencer collaboration?

Elen, influencer marketing expert:
They treat the creator like a billboard. Big mistake. Creators know what resonates with their audience. Give them key messages but let them craft the delivery. Otherwise, the post looks forced and underperforms. I’ve seen brands sink thousands into a campaign just because they didn’t trust the creator’s tone.

Anastasia, affiliate marketing guru:
I totally agree. On the affiliate side, I see brands neglect the partner experience. They drop a generic link and disappear. Affiliates need onboarding: custom creatives, promo guidelines, a clean dashboard, fast answers when they hit a snag. Think of it like client success — if they don’t feel supported, they move on to programs that do it better.

Me: So it sounds like the relationship itself is just as important as the offer. What are some of the best ways to nurture that?

Elen, influencer marketing expert: Absolutely. One of the most underrated tactics is sharing performance feedback regularly. Not just a one-line summary — give them insights. Let them know how their content performed across platforms, what worked, what didn’t. Even better, ask for their input on how to improve the next campaign. Influencers see patterns before you do. When they feel like co-creators, they’ll often bring collaboration ideas that outperform your original brief.

Anastasia, affiliate marketing guru: And for affiliates — celebrate their effort. Build recognition into the program. Monthly leaderboards, bonus structures, early access to promos, or even a simple Slack channel shoutout. I’ve seen affiliate revenue double in a quarter just by adding a human layer to an otherwise automated system. The best affiliates stick around when they feel seen — not just tracked.

Me: And on the flip side — what’s one thing brands should absolutely not do if they want to build long-term partnerships?

Elen, influencer marketing expert: Don’t ghost them after the campaign ends. Even if you’re not continuing immediately, leave the door open. Say thank you, share results, ask for feedback. A lot of creators talk — and if you earn a reputation as a transactional brand that vanishes post-launch, others will pass on working with you.

Anastasia, affiliate marketing guru: Don’t treat every partner like a number on a dashboard. I’ve seen brands cut affiliates without warning just because they didn’t hit a certain threshold in 30 days. That’s short-term thinking. Instead, ask: are they building something valuable? Are they aligned with your brand? If yes — nurture it. Loyalty pays off, but only if you give it first.

Me: Let’s wrap with the big question: when should brands choose influencer marketing, and when does affiliate marketing make more sense?

Elen, influencer marketing expert: If you’re launching a new product, trying to build brand awareness, or want to create buzz fast — go with influencer marketing. It’s about storytelling, emotional connection, and visibility. You’re borrowing trust from the creator to make a memorable first impression.

Anastasia, affiliate marketing guru: Affiliate marketing shines when you have a proven product and clear conversion goals. If you're ready to scale and want predictable, performance-based returns, that’s your lane. It’s ideal for mature offers, strong funnels, and long-term customer acquisition. Bonus points if you pair both strategies — build demand with influencers, then capture and convert it with affiliates.

Ready to go viral with an all-in-one platform?

Find, analyze, and track your influencers with IQFluence

IQFluence is your all-in-one solution for managing influencer marketing campaigns with ease. Whether you're a small brand or a big eCommerce agency, it helps you find, manage, and scale partnerships that actually convert.

Enjoy: 

✅ Influencer Discovery. Easily search and filter both influencers and audience by niche, keywords, location, engagement, and lookalikes to find the perfect match for your brand.

✅ In-depth Analytics. Track what matters most. From influencer engagement rate and audience split to top-performing content and ROI per creator, IQFluence gives you the insights you need to optimize your strategy in real time.

✅ Influencer Vetting. Don’t waste time guessing. IQFluence helps you deeply vet influencers with real data — analyzing follower authenticity, engagement rates, audience demographics, and past campaign performance. You get the full picture before reaching out.

✅ Campaign Monitoring. You’ll see clicks, conversions, and sales as they happen, plus key performance metrics like CPC (cost per click), CPA (cost per acquisition), and CPR (cost per result). That means you know exactly what you’re spending and what you’re getting back. 

✅ API Integration. Build your own dashboard and enrich your CRM with API to power your marketing strategies.