Affiliate Has Changed — Is Your CPA Only Strategy Holding You Back?
We've talked a lot about organic CPA driven affiliate coverage—you know, those beautiful earned placements where editors genuinely love your product and feature it because it deserves the spotlight. But let's be real: sometimes organic just isn't cutting it, and you need a placement with guaranteed results.
Enter paid affiliate partnerships.
If you've been wondering how to navigate the world of cashback sites, loyalty programs, and paid placements—or if you've ever stared at a budget allocation wondering where the hell to spend it for maximum impact—this one's for you!
But first, a couple of headlines and a hot tip:
Are you working with YouTube Creators? They just announced new ways for creators to earn with brand partnerships, including swappable sponsorship slots in long-form videos and linkable brand deals in Shorts. The new Creator Partnerships Hub in Google Ads will help brands easily connect with the right creators.
YouTube Shopping continues rapid growth, reporting that GMV (Gross Merchandise Volume) is up 5X year-over-year and now expanding to Brazil with major merchants like Nike, Etsy, and Best Buy. AI will also auto-tag products in videos, streamlining shopping integrations and boosting creator revenue! Read more here.
Penske Media (owner of Variety, Rolling Stone, and more) has sued Google, alleging its AI Overviews misuse their journalism and divert traffic away from publisher sites. PMC says the feature has cut affiliate revenue by more than a third since 2024, threatening the sustainability of independent media. Google argues AI Overviews actually expand discovery and benefit users. Though the suit was filed a couple of weeks ago, it’s one to watch closely… it could set a precedent that shapes the future of editorial publishing. Get up to speed here.
Hot Tip
Another headline we haven’t seen published anywhere is that Skimlinks quietly rolled out the addition of cashback and loyalty publishers on their network in an invite-only basis! Check your inboxes for an invitation. If the merchant/brand accepts the invite, the account will function the same way as the existing Skimlinks accounts.
When Paid Makes Sense (And When It Doesn't)
First things first: paid partnerships aren't a magic bullet. They're just one lever you can pull, and they work best when you have:
A proven product that converts — Don't throw money at something that hasn't proven itself on a CPA basis first
Clear ROI goals — You need to know what success looks like beyond just "getting featured"
Budget to sustain the relationship — Most paid partnerships require ongoing investment, not one-and-done payments
Products available year-round — Remember what our friend Jenna from People Inc. told us: affiliate managers hate LTOs and seasonal-only products
Some Heavy Hitters
Some of the biggest players in the affiliate space have moved to paid-only models, and honestly? I get it. They have massive audiences, proven conversion rates, and limited real estate.
Additionally, some have onboarding fees, which can be a HUGE chunk of your small brand’s budget. These can range anywhere from $2,500 to $10,000, depending on which quarter you apply to join.
Here are a few you should have on your radar:
The 800-pound gorilla of cashback sites with 17M+ active shoppers and $4.6B in cashback delivered.
Their Deal:
Onboarding fee: Starts around $5,000~ (increases in Q4!)
Sarah onboarded a brand in Q4 of 2024 and was able to book a placement package with the onboarding fee baked in for $6,500.
Q4 placement investments start around $5,000
Why It's Worth It:
They're typically a top 3 publisher for partners
Did we mention they have 17M+ users?
The loyalty program powerhouse connecting consumers with airline miles, credit card points, and cashback offers.
Their Deal:
- Onboarding fee: $6,500~ (increases in Q4!)
- Onboard + paid amplification: Starts at $8,000~
- Partners include American Airlines, Delta, United, Navy Federal Credit Union, and more. Here is a video about how it works.
The Value:
You're not just getting one placement—you're getting access to their entire network of loyalty programs. Think about it: your product could be earning miles for frequent flyers AND cashback for credit card users simultaneously.
Want to learn more and onboard your brands? Check out this video to see how it works.
The Influencer Subnetwork Route
For brands ready to scale with creators:
One of the most well-known influencer subnetworks.
- Onboarding fee: ~$2,500
- Paid campaigns available on top of onboarding
- Direct collaboration with influencer teams required
Really up and coming.
- Onboarding fee: ~$2,500
(Rakuten brands may be able to have this waived!)
- Paid campaigns available on top of onboarding
- Onboarding fee: $1,500
- Paid campaigns available
How to Pitch Paid Partnerships
Here's where most brands screw up: they lead with the money instead of the value. Even in paid partnerships, you need to sell the story.
Don't do this:
"Hi, we have $10,000 to spend on Q4 placements. What can you offer us?"
Do this instead:
"Hi [Name], we're seeing incredible traction with [specific product] — it's our #1 bestseller and has a 4.8-star rating with over 1,000 reviews. We're particularly excited about Q4 because [seasonal relevance]. We have a budget allocated for strategic partnerships and would love to explore how we can work together to create something meaningful for your audience."
Then layer in the partnership details:
Commission structure
Exclusive discount offerings
Creative assets available
Budget range and timeline
Red Flags to Avoid for any Paid Partnership
Platforms that promise "guaranteed" rankings or placements — If it sounds too good to be true, it probably is
Anyone asking for payment upfront without clear deliverables — Legitimate platforms have structured fee models
"Networks" that won't provide case studies or references — You're not their first client, prove it
Partnerships that require exclusive relationships — You should be able to work with multiple partners simultaneously
The Bottom Line
Paid partnerships aren't just about buying your way into coverage—they're about strategically investing in guaranteed placement with partners who have proven track records of driving results. In some instances, buying your way in is the only way. In those cases, it really is a test and learn, and the often forgot - APPLY what you’ve learned to the next opportunity.
The critical thing to understand in paid partnerships is if the buy makes sense for their audience and it aligns with your brand’s ideal customer avatar.
Choose your partners wisely, lead with your story (not your budget), and always, always track your ROI.
P.S. We know this is a lot to process. If you're feeling overwhelmed or have specific questions about whether paid partnerships make sense for your clients, that's exactly what our paid subscriber Slack channel is for.
Join over on Substack for real talk about real budgets and real results.
