Most paid marketing strategies require businesses to pay upfront for an advertising plan they hope will generate a return. Even cost-per-click advertising isn’t a sure thing; you might end up paying handsomely for clicks that don’t ultimately result in sales. Affiliate marketing is a rare exception. Because payouts are tied to sales, well-run affiliate programs rarely lose money, and programs that don’t generate any sales end up being free (or close to it).
Affiliate programs allow brands to access the relationship-building and niche targeting power of influencer marketing strategies with minimal financial risk. They also allow creators to monetize their followings and add a relatively passive revenue stream.
Here’s how TikTok affiliate marketing works and how both brands and creators can leverage this strategy.
What is affiliate marketing?
Affiliate marketing is a model of partnership between a brand and a creator with the potential to benefit both parties. An affiliate marketing program is an agreement in which a creator promotes a brand’s products or services to their own following via social media, blogging, email, etc. Each time someone completes a purchase through that creator’s promotional links, that brand pays the creator a predetermined commission.
Here are more details about how affiliate marketing model works:
1. Brands distribute custom affiliate links to creators
Each creator (or affiliate) receives a custom affiliate link or dedicated affiliate URL that identifies it as the creator’s. In some cases, brands attach a coupon code or other discount code to the affiliate link.
2. Creators promote brands via product affiliate link
Creators incorporate affiliate links into their social media accounts, personal websites, or other marketing channels and encourage their audiences to make purchases via their links. Some creators also use paid advertising tactics to increase reach and encourage engagement with affiliate offers.
3. Brands pay creators for purchases
When a customer uses the creator’s link to make a purchase, the brand pays the creator a commission. In some cases, a third party known as an affiliate network functions as the middleman between the brand and the creator. These services can help brands and creators find each other and streamline the process of making and receiving commission payouts.
How does TikTok affiliate marketing work?
Like other affiliate marketing programs, TikTok affiliate marketing can help retailers increase brand awareness and reach specific target audiences. It is a key part of many brands’ TikTok marketing strategy.
Although TikTok users can’t add clickable links to videos, any user with a TikTok business account can use their TikTok profile pages to link directly to an affiliate offer or redirect traffic to profiles on more link-friendly social media platforms. Creators can also upload TikTok videos that direct viewers to dedicated URLs, promote discount codes in video captions, or use paid TikTok advertising to increase reach, encourage click-throughs, and boost commission income.
Users with more than 10,000 followers are also able to add clickable links to TikTok Stories—short videos on an account’s profile page that disappear after 24 hours.
Ways to make money with affiliate marketing on TikTok
With TikTok’s massive base of users and a median engagement rate of 2.63% in 2023, there’s a sizable opportunity for creators and brands interested in affiliate marketing on the platform. The right combination of content creation, audience targeting, and performance tracking can drive revenue for your brand—whether you’re selling handbags or headphones.
With TikTok’s algorithm-driven content discovery, affiliate marketers have a unique opportunity to reach new audiences organically. On the paid side, TikTok has a growing advertising infrastructure that brands and creators can experiment with, too. With an understanding of TikTok’s ecosystem and an eye on user behavior patterns and current trends, the risks are low and the upside is enormous.
Utilizing organic traffic
With more than 1.58 billion monthly active users and an average daily time spent of 58.4 minutes per user, your affiliate products can reach a broad and highly engaged TikTok audience.
Unlike other platforms that rely heavily on surfacing content related to a user’s network of connections, the For You page surfaces targeted and entertaining content for users based on their interactions with content. This unique TikTok algorithm means users are almost equally likely to encounter compelling content from major TikTok influencers with millions of followers as they are to see TikTok videos from smaller accounts with only hundreds or thousands of followers. This democratized content distribution levels the playing field for creators and brands of all sizes.
Of course, the potential of TikTok needs to be paired with practical execution. Your vertical videos need to capture attention within the first few seconds and deliver value quickly to prevent users from scrolling past. Incorporating popular sounds, hashtags, and challenges are all ways to boost organic reach.
Once that attention and traffic is captured, here’s how to leverage it to drive affiliate purchases:
Use strategic affiliate link placement on TikTok. Add affiliate links to the video description of a post, the first comment of a video, and the link in your TikTok profile. You can use link-shortening services like Bitly or TinyURL to track click-through rates and conversions from specific TikTok videos.
Use a link-in-bio tool. Link-in-bio tools, like Linktree and Linkpop, allow TikTok creators to consolidate multiple affiliate links in one accessible location. This circumvents the platform’s single bio link limitation and is useful on other social networks as well.
Share promo codes with your audience. Brands provide unique coupon codes to TikTok creators (e.g., “Krista20”), who then share these coupon codes with their audience in TikTok videos; when viewers use these codes to make purchases, brands can track sales attributed to each creator and compensate them based on their commissions. A coupon code can be integrated into a TikTok video by displaying it on-screen, mentioning it in your voice over, including it in the video caption, or leaving it in the video’s comments.
Create a multiplatform funnel. Creators can drive traffic from TikTok directly to their website or other platforms like Instagram or YouTube, where they can provide more in-depth product information and multiple affiliate link touchpoints. For example, a beauty influencer might use TikTok to tease 30-second makeup looks, directing viewers to YouTube for full tutorials and affiliate product links.
Use TikTok paid advertising
TikTok’s offers a range of ad formats, including In-Feed Ads, TopView, Branded Mission, Branded Effects, Spark Ads, and TikTok Promote. These ads take advantage of TikTok’s powerful targeting capabilities, including interest-based, behavioral, and demographic targeting.
Unfortunately, TikTok’s advertising costs can be prohibitive for small brands and individual affiliates, with minimum campaign spends often starting at $500 and CPM rates typically starting from $10, higher than platforms like Facebook or Instagram. These high costs can be challenging for businesses and creators with limited budgets.
To navigate this, smaller brands and creators can focus on expanding organic reach first, then reinvesting any profits into paid campaigns. For instance, try TikTok’s lower-cost options like In-Feed Ads. Or partner with nano-influencers for Spark Ads, which amplify high-performing organic content.
“Creators can also collaborate with brands by providing a Spark Ad code, giving the brand permission to use their video in TikTok ads,” says influencer and affiliate marketing consultant Viviana Viale. “The creator will still receive a commission for each sale generated through TikTok Shop. This is an excellent opportunity to work closely with brands, understand their goals, and tailor content to align with their marketing strategies.”
Let TikTok’s detailed analytics guide your content strategy and help you refine targeting to improve ROI. Over time, this will make paid advertising more accessible as campaign efficiency increases.
How content creators can get started with TikTok affiliate marketing
Becoming a TikTok affiliate marketer is a low-risk way to add a creator revenue stream to your portfolio. Once you’re up and running, it can also be a source of passive income. As long as your link remains live, you can make money from clicks and purchases.
Here’s how to get started as an affiliate marketer on the TikTok platform:
1. Define your niche
The first step is to define your niche, including the subjects you’ll cover and the needs and interests of your target audience.
If you have a sizable TikTok audience, you may already have an established niche. If not, consider what types of TikTok content you’d like to upload and what sort of product or marketing niches might be associated with your interests. For example, if you have expertise in fly fishing and camping, you could consider a niche in outdoor skills and gear.
2. Create a TikTok business account
In order to share all your affiliate links on your TikTok account, you’ll need to convert your personal TikTok account to a free TikTok business account.
Here’s how to make the switch to a TikTok business account:
Open the TikTok app and click Profile.
Select Menu, then Settings and Privacy.
Select Manage account.
Select Switch to Business Account.
3. Join affiliate marketing programs
The next step is to find affiliate marketing programs in your niche. You can sign up for an affiliate network, research individual companies on a directory like the Shopify affiliate program, or reach out to brands directly to learn if they have an affiliate program.
Creators can earn commissions through TikTok Shop by participating in the platform’s official creator marketplace or through direct partnerships with brands using the shop feature.
“In TikTok Shop, requesting a sample directly from brands is easy,” says Viviana. “I recommend messaging the brand through the TikTok Shop messaging system, explaining why they’ve requested the sample and how they plan to promote the product.”
4. Maintain open lines of communication with brands
When selecting affiliate partnerships, creators should prioritize brands and affiliate products that genuinely align with their content and audience values, as authenticity fosters trust and long-term success.
“Sometimes, a content creator might not like the product and may not want to create a video about it,” says Viviana. “In such cases, I recommend reaching out to the brand with honest feedback instead of ghosting or tagging products in live streams without actually talking about them. It might seem like common sense, but creators who actively communicate with brands are a rare and valuable asset. If you are among that 1%, know that you are amazing!”
5. Add affiliate URLs to your TikTok bio
Once you’ve identified affiliate programs, it’s time to start distributing your links. To add a link to your bio, click Edit profile and paste the relevant link. If you have multiple links, you can also create a landing page using a free link-in-bio tool like LinkPop to provide access to multiple URLs at once.
6. Create quality TikTok content
To maximize sales, create engaging videos that promote affiliate products and direct users to your unique affiliate links. You can also use relevant hashtags to boost organic traffic or invest in paid ads to reach a wider audience.
“Creators should promote products they genuinely use and believe in, as authenticity resonates with audiences and drives conversions. They can be as creative as they want, using engaging content formats such as tutorials, unboxings, reviews, or aesthetic content,” says Viviana. “Focus on demonstrating the benefits and unique features of the product in an entertaining and relatable way.”
With a younger demographic with an allergy to advertising, authenticity is key on TikTok. Viviana recommends taking a more organic approach to promotion. “Avoid using phrases like ‘I’ve been sent this product by TikTok Shop,’ as it can undermine the creator’s authenticity and the brand they are promoting,” she adds.
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Examples of affiliate marketing on TikTok
Affiliate marketing on TikTok offers brands an effective way to reach new audiences and for creators to earn income. Here are a few examples of how this affiliate marketing strategy works in practice:
LTK Makeup by Shayla
Popular TikTok creator MakeupShayla uses LTK to monetize her fashion and beauty content. LTK is an affiliate marketing platform specifically designed for lifestyle influencers and content creators. Through LTK, Shayla curates shoppable collections of her outfits and beauty products, allowing followers to purchase individual items directly from her recommendations.
When viewers make a purchase using Shayla’s LTK links, she earns a commission on each sale, earning income from her style influence. LTK acts as an intermediary platform, connecting creators like Shayla with brands, and enabling them to earn commissions on sales. Meanwhile, they also provide brands with influencer-driven marketing and sales. Shayla’s LTK page is accessible via a Linktree link in her TikTok bio.
MakeupShayla’s profile on LTK featuring a variety of stylish outfits and trending posts.
Good Protein
Canadian brand Good Proteinuses TikTok influencer affiliate partnerships to promote its products that specialize in all-natural, plant-based superfood protein blends. The company collaborates with creators in the health and fitness niche, tapping into audiences already interested in nutrition and wellness.
One such partnership involved Jujeats, a micro-influencer with more than 2,000 followers, who integrated Good Protein’s product into a video showcasing a quick and healthy on-the-go snack. As part of this collaboration, Jujeats provided her followers with an exclusive discount code “JUJEATS” for 30% off Good Protein affiliate products, prominently displayed in her TikTok video’s description. This incentivized purchases and allowed Good Protein to track the success of the campaign.
Pinky and Kamal
Australian active, yoga, and leisure brand Pinky and Kamal partnered with TikTok creator Dana Vaughan, who has nearly 25,000 followers. In a TikTok video under 60 seconds, Dana reviewed leggings from the brand’s Synergy collection, declaring them her favorite leggings ever worn. As part of this collaboration, Dana provided her followers with the discount code “DANA15” to use on affiliate Pinky and Kamal purchases.
How sellers can offer affiliate marketing on TikTok
Unlike other types of creator marketing opportunities, offering your business’s own TikTok affiliate marketing program requires minimal upfront investment. Although you need to set up your own affiliate program, advertise it, and even approach individual creators, there’s limited financial risk. If a partnership doesn’t result in any sales, you won’t be responsible for paying out funds.
Here’s how sellers can start offering their own TikTok affiliate marketing program:
1. Develop affiliate offers
Identify your affiliate products (the products for which you’ll pay a commission on sale) and calculate the commission rates you can afford to pay creators. Depending on your profit margins and marketing strategy, you might include affiliate links for your entire store or only for specific affiliate products, such as items that generate larger profit margins or products that you are specifically trying to promote.
2. Set up your affiliate program
There are two ways to set up an affiliate marketing program: You can run your own affiliate program using an affiliate management app or affiliate marketing software, or you can join an affiliate network, a third-party service provider that connects content creators and brands. Joining an affiliate network can minimize the workload associated with recruiting affiliates and running your program, but it also costs more. Networks typically charge a set-up fee and take a percentage of each affiliate sale.
“For clients new to affiliate marketing, I recommend joining an affiliate network or third-party service provider. These platforms provide access to a larger pool of affiliates and diverse business models,” says Viviana. “They simplify the process by handling tracking, reporting, and payments, significantly reducing administrative tasks for the brand.”
However, her advice differs for more established brands. “For more experienced businesses, a hybrid approach can be effective,” says Viviana. “Brands can initially leverage an affiliate network to scale quickly and then develop their own program for greater control, customization, and cost-effectiveness.”
To make your choice, consider whether or not you can afford to invest time in running an affiliate marketing business. If you’re considering an affiliate network, calculate how many sales you’d need to earn from the network per month to recoup your investment and estimate the likelihood of reaching that goal.
3. Recruit affiliate partners
If you’ve chosen to join an affiliate network, you can recruit affiliates through its platform. If you’re running your own affiliate program, you’ll need to do a little bit more legwork to find potential partners. You can advertise your program on your company website, post about it on social media, or even send targeted messages to creators on TikTok. Look for creators who are popular with your target audiences, have brand identities that align with yours, and publish compelling content relevant to your affiliate products or services.
Viviana recommends taking a holistic approach when evaluating creator partnerships: “There are multiple factors to consider. A creator’s engagement rate and average video views are more important than just a large follower count. TikTok Shop also offers an additional metric, the Video GPM [gross merchandise value] generated per 1,000 video views, which is a valuable indicator of a creator’s sales-driving potential.”
4. Manage your affiliates
Once you’ve recruited your affiliates, familiarize them with your brand, products, and program rules. If your budget allows for it, you might also give affiliates sample products for use in their video content. You can also distribute an affiliate resource pack with product information, visual assets, and key marketing messages. Encourage your affiliates to make high-quality content featuring your brand, as it can increase the likelihood that their videos will reinforce your company’s messaging.
“I also look at how frequently a creator posts on TikTok, the quality of their videos, and the number of other businesses they already collaborate with. Their content should align with the business’s image and values,” says Viviana. “Authenticity and a natural fit between the creator and the brand are crucial, as this translates into influence and sales potential.”
Pros and cons of TikTok affiliate marketing
TikTok offers a mix of advantages and challenges for brands and affiliate marketers. The platform’s explosive growth and engaged user base mean unprecedented opportunities, but they also come with specific hurdles.
Consider these pros and cons when crafting your TikTok affiliate marketing strategy:
Pros of TikTok affiliate marketing
Algorithmic reach. TikTok’s content discovery algorithm allows for sizable organic growth without a large follower base. This allows new affiliates to quickly reach the right audiences and gain traction with regular content creation.
High engagement rates. TikTok boasts industry-leading engagement rates, with users spending an average of 58.4 minutes on the app each day. This increases the likelihood of affiliate link clicks and conversions.
Video-first format. TikTok’s short-form video format is ideal for product demonstrations and reviews, allowing creators to showcase affiliate products effectively. That might mean creating a quick unboxing sequence of the latest smartwatch, demonstrating a hair curler’s features in a 15-second clip, or showcasing a dramatic before-and-after transformation using a make-up product.
Young, purchase-ready audience. TikTok’s user base is comprised largely of Gen Z and millennials. This user base is known for being willing to try new products and be more receptive to influencer recommendations.
Cons of TikTok Affiliate marketing
Limited link placement. Unlike platforms like YouTube and Instagram, TikTok only allows one clickable link in user bios, with no in-video linking for most users. This restriction makes it challenging to direct viewers to specific affiliate products.
Short content lifespan. The rapid pace of TikTok means content quickly becomes outdated, requiring a conveyor belt of new content to stay relevant as a creator or brand. This can be time-consuming and may limit the long-term value of individual pieces of content.
Platform volatility. Compared to more established platforms, TikTok is relatively experimental. Users must navigate how to leverage TikTok features, trends, and algorithm changes, which can make it difficult to maintain consistent performance. All of these elements are constantly evolving, which means strategies that work today may become defunct tomorrow.
Saturation in popular niches. Many product categories, especially in fashion, lifestyle, and beauty, are becoming oversaturated with affiliate content on TikTok. Standing out can be challenging without a strong product and thoughtful content strategy.
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TikTok affiliate marketing FAQ
What is the standard eligibility for a TikTok affiliate?
Affiliate marketer eligibility is determined by the brand running the affiliate program, not by TikTok. Creators can consult individual brand websites to confirm their eligibility for any specific program.
Can I use paid ads to promote my affiliate links on TikTok?
Yes. You can use paid ads to increase content reach and potentially earn more commission dollars.
Can I promote multiple affiliate programs simultaneously on TikTok?
Yes. You can use a link-in-bio tool like LinkPop to create a landing page that hosts multiple affiliate URLs at once.
How many followers to be a TikTok Shop affiliate?
To participate as a TikTok Shop affiliate, creators must have a minimum of 5,000 followers, be at least 18 years old, and reside in the United States.
