If you’ve been around digital marketing as long as I have, you’ve probably heard this question a thousand times: “Is affiliate marketing dead?”
And every time, I laugh a little. Because here we are in 2025, watching affiliate marketing not just survive but thrive thanks to video-first storytelling, smarter tech, and a whole new breed of creators.
Affiliate marketing isn’t fading. It’s evolving. And the brands that recognize this shift are the ones cashing in.
Video Is the New Affiliate Superpower
Let’s start with the obvious: video eats everything. Short-form clips, live shopping streams, interactive demos these are not “extras” anymore. They’re the main show.
When I scroll through TikTok, it’s not just creators dancing or lip-syncing, most of the time it's just creators casually demoing products, answering FAQs, and nudging you straight into a purchase without leaving the app. TikTok Shop in Malaysia now logs 100 million product searches per day. That’s not just traffic; that’s intent.
My take: Video is the closest thing to real human persuasion in the digital world. If affiliates aren’t showing how a product fits into someone’s life, they’re leaving money on the table.
Social Discovery > Search
Another shift I’ve noticed: people aren’t starting their shopping journey on Google anymore. They’re starting on TikTok, Pinterest, or Instagram.
Platforms like Pinterest’s Product Pins or Instagram’s shoppable Reels are taking people from inspiration to purchase in one swipe. That’s dangerous if you’re still betting only on SEO or PPC.
My take: Think of social as the new storefront window. If you’re not discoverable in that “browse mode,” your competitors will be.
CPS Is the Future of Affiliate Partnerships
We’ve worked with brands that still obsess over clicks. But in 2025, clicks mean less than ever.
What’s growing instead? Cost-per-sale (CPS) deals. These models reward affiliates for actual conversions, not vanity metrics. And honestly, it’s better for everyone. Affiliates earn based on performance. Brands pay for results, not just traffic.
My take: If you’re still signing affiliates on a “pay per click” basis, you’re living in 2015. It’s time to align incentives.
Attribution Finally Catches Up
One of the biggest headaches in affiliate marketing has always been attribution. Who gets credit when a user views a TikTok video, reads a blog review, and clicks a search ad before buying?
Good news: 2025’s attribution tech is finally catching up. Multi-touch tracking tools now follow the customer journey across formats, devices, and platforms.
My take: This is a game-changer. Stop guessing which channel works—start investing in the ones that actually close sales.
The Hybrid Blueprint: Layer, Don’t Replace
Here’s where I see a lot of brands go wrong: they panic when new platforms explode. “Should we ditch PPC for TikTok Shop?” No. That’s short-sighted.
The winning brands layer. They keep their PPC and SEO engines running (those channels still drive volume, especially for research-driven buyers), and they add video, livestream, and social commerce on top.
My take: It’s not about replacing channels. It’s about creating a stack that works together. Think of it as compounding interest—the more touchpoints you layer, the higher your conversion rate climbs.
The Creator Economy Effect
I’ll be honest: I used to think affiliate links were “low-tier” for influencers. But not anymore. Platforms like ShopMy and LTK have completely reframed affiliate marketing. Today, high-value creators use affiliate links proudly—because it proves they convert.
In fact, some brands now only partner with creators through affiliate program, because it guarantees ROI. That’s a huge power shift in the influencer world.
My take: Don’t just chase big names. Work with micro-influencers who have loyal, purchase-ready audiences. They’ll outperform celebrities nine times out of ten.
Key Takeaways for 2025
If I had to distill everything I’ve learned this year, it would be this:
- Video isn’t optional. Train your affiliates to sell through storytelling, not static links.
- Social discovery is the new search. Be present where people scroll, not just where they search.
- Switch to CPS. Align incentives so everyone wins only when sales happen.
- Trust attribution tech. Follow the real customer journey, not vanity numbers.
- Go hybrid. Layer PPC, SEO, video, and social—don’t trade one for the other.
- Choose performance-driven creators. Engagement > follower count. Always.
Final Word
Affiliate marketing in 2025 is not a relic of internet history, it’s a rebirth. It’s more visual, more interactive, and more measurable than ever before.
The brands that thrive will be the ones who stop asking “is affiliate still worth it?” and start asking “how can we make affiliate part of every channel we touch?”
And trust me: once you see those video-driven affiliate sales rolling in, you won’t look back.