Marketers can use the links to reward the content publisher if they are offering a commission on each sale.
This piece suggests brands should ask their influencers to include affiliate marketing links in their posts to track their purchases. Businesses can further ask their influencers to provide discount codes to their audiences to track the number of sales driven by each influencer post.
Brands can reuse user-generated content (UGC) on their social media platforms, marketing emails and websites to increase brand identity, if not directly drive sales. Having UGC on websites can increase the time spent by users on the site, which might push them down the funnel.
Further using UGC to run ads can help marketers drive more sales as consumers prefer UGC ads over traditional advertising. The author states that UGC gets “four times” higher click-through rates as compared to professionally generated content.
[9 minute read]