As Season 20 of the Affiliate Marketing Podcast concludes, host Lee-Ann Johnstone looks back at the wealth of insights shared by industry trailblazers across ten compelling episodes. From content creators who stumbled into affiliate marketing and now command audiences of millions, to targeted approaches for finance and B2B markets, Season 20 delivered practical wisdom for affiliate professionals of every stripe.
Change drives the affiliate marketing world, and this season captured the swift evolution happening throughout the industry. With AI advancements, content creation shifts, and fresh partnership models emerging, the podcast remains the essential resource for staying ahead of these transformations.
As we wrap up this season, we’re excited to highlight three major trends that dominated our conversations and will continue to shape the affiliate landscape in the months ahead.
Talking points include:
- Paul Fernandez from The Growth Guys breaks down the future of media buying.
- Joep van den Boer from Shoparize explains the importance of including CSS publishers in your affiliate program strategy.
- Finder’s Stephen Davis breaks down the complexities of finance affiliate marketing.
The Rise of Authentic Content Creation
This season placed a significant spotlight on authenticity in content development. From Marty Englander (known as Mr. Online Review on YouTube and TikTok) sharing how he built an audience of over 24 million viewers through genuine short-form video content, to Greta Dunne, Founder of Marker Video emphasising that unscripted, authentic storytelling is now essential for building trust.
The message resonated throughout: modern consumers instantly recognise promotional content that lacks authenticity. Today’s successful affiliates focus on delivering genuine value rather than pushing aggressive sales tactics. Greta emphasised that brands must understand what their audiences truly want, moving away from overly scripted content designed purely to drive sales.
AI Integration: Opportunity Not Replacement
Artificial intelligence emerged as a critical tool for forward-thinking affiliate marketers this season. Heather Murray provided valuable insights on how AI can transform content creation, outreach efforts, and workflow automation—all while sharing her practical “3Cs framework” for effective AI prompting.
Our guests didn’t position AI as a replacement for human marketers, but instead as a powerful tool that opens new doors for enhancing output and creative thinking. The takeaway? Mastering AI capabilities while retaining human judgment and strategic oversight is becoming indispensable for serious affiliate marketers.
Diversification Across Channels and Models
From CSS publishers delivering enhanced visibility on Google Shopping to the evolution from traditional CPA models to CPC-driven content strategies, this season highlighted the importance of diversification. Luke Watkin emphasised why building resilience through multiple marketing channels is now more critical than ever, while Jodie Millward from Linkby showcased how performance PR models are creating new opportunities for brands of all sizes.
Our industry experts were unanimous: betting everything on a single affiliate approach or channel is risky business. Forward-thinking programs now embrace fresh commission structures and explore emerging platforms to remain resilient against market changes.
Listen to find out more about:
- How to effectively create engaging video content in 90 seconds that drives affiliate traffic.
- Practical strategies for integrating AI into your daily workflow whilst maintaining the human touch.
- Ways to navigate the increasingly complex regulatory environment in affiliate marketing.
Key segments of this podcast and where you can tune in to go direct:
[02:11] Affiverse Updates: Issue 3 of the Affiverse magazine, our brand new website (featuring a FREE directory), and our upcoming Elevate 2025 Summit.
[25:15] Sage Accounting’s Alexander Feist, the head of affiliate marketing, talks about the rapid evolution of B2B affiliates.
[31:30] Irina Makarova, CMO at PIN-UP Partners, shares actionable insights on scaling affiliate programs and entering new markets.
Thank you for your support throughout 20 seasons of the Affiliate Marketing Podcast! Join us next week as we delve into Season 21.
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