Marketing Strategies

New and Diverse Publisher Models for 2022

Get ready for the future of affiliate! Our channel is now more strategically significant than ever, thanks in part to a range of new and diverse publisher models.

With consumers’ behaviour constantly evolving, having a diverse range of publishers in your affiliate program is crucial for reaching and engaging your audience.

Our Rakuten Advertising Publisher Development team is excited to share their insights on the new publisher models that are set to drive success . Stay ahead of the curve and read on!

Financial Technology Partners and Loyalty Enablers

Buy-now-pay-later (BNPL) solutions and card-linked offers (CLO) have increased in popularity over recent years and will become mainstream affiliate partners.  The trend of financial technology partners using affiliate marketing will continue to grow. This includes Digital Wallet providers and Loyalty Enablers like YouTrip or ING Dealwise.

Digital wallet provider YouTrip is Singapore’s first multi-currency mobile wallet with a prepaid Mastercard, allowing consumers to pay for purchases in over 150 currencies with no fees. As a perk for members, YouTrip Perks give consumers cashback for purchasing with their partners – meaning brands can target international online shoppers and travellers via a platform that makes purchasing in different currencies easy.

Additionally, financial institutions have recognised the value of enabling consumer loyalty and have launched affiliate offerings. For example, ING Dealwise allows brands to employ personalisation strategies to connect with consumers in a trusted environment.

Content Commerce

Consumers are seeking out more content online, and maintaining a user’s attention amongst the various places that content is consumers can be challenging. Content and media houses have had to evolve how they monetise their sites and drive revenue. That’s where content commerce, otherwise known as ‘shoppable content’, comes into play.

Consumers now transact with confidence at the point of inspiration, leading to the evolution of content partners. Social platforms also recognise the value of shoppable content, with many integrating shopping capabilities that enable users to shop at the point of inspiration.

Partners like Tipser and Bonsai enable publishers to use technology to deliver shoppable moments within content on an affiliate CPA basis.

Influencers and Live Shopping

The pandemic changed the way we shop, and as a result, the role of influencers has evolved. They are now acting as trusted sales assistants, providing personal insight, rich information, and product endorsements. Brands increasingly recognise the value of partnering with creators to reach new audiences.

Instagram has recently removed the 10K follower limitation on the swipe-up function within stories. The removal of the follower limits means that anyone can link to a brand or specific product page regardless of whether they’re a macro or micro-influencer. Now more niche creators will have powerful ways to partner with brands.

Additionally, the ability to link in stories and the introduction of live shopping platforms like Sauce will lead to more brands and influencers connecting for live shopping events. Sauce is a South Korean partner that creates new consumer experiences through the aggregation of content, commerce and live streaming.

Are you looking for diverse publishers to enhance your affiliate strategy? Speak to your Rakuten Advertising account representative or visit for more information.

Avatar of Rakuten Advertising
Rakuten Advertising

Rakuten Advertising leads the industry in delivering performance-driven ad solutions that help the world’s top brands connect with unique, highly engaged audiences – from first impression to final sale.