Social media affiliate programmes: what they cost

Key takeaways

A social media affiliate programme pays creators a commission on sales they drive. Costs are the commission you set, any affiliate platform fees, and an indicative £450–£1,500 to set up plus £300–£800 a month to recruit and manage creators. You pay mainly for results, but affiliate posts must still be labelled as ads.

• Commission: set by you, paid per sale.
• Set-up: £450–£1,500, indicative.
• Management: £300–£800 a month.
• Affiliate posts must be labelled as ads.

How does a social media affiliate programme work?

Creators share a unique link or code in their posts. When followers buy through it, the creator earns a commission. Tracking is handled by your shop, an affiliate network or a platform's built-in affiliate tools, such as TikTok Shop's creator programme.

• Social media agency pricing in the UK
• TikTok Shop management costs in the UK

What does it cost?

Set-up of tracking, terms, commission rates and creator brief takes 6 to 15 hours, about £450–£1,500. Recruiting and managing creators takes 4 to 8 hours a month, about £300–£800. Affiliate networks and platforms charge their own fees; check current terms.

• Set-up and terms: £450–£1,500.
• Recruitment and management: £300–£800 a month.
• Commission: per sale, set by you.
• Network or platform fees: check terms.

• UGC creator rates in the UK: what a video costs

What rules apply to affiliate posts?

Affiliate links are a form of advertising. Under ASA and CAP rules, creators must make clear that a post is an ad, for example with #ad, even when paid only on commission. Brands share responsibility for making sure they do.

When are affiliates a poor fit?

When margins are too thin to pay a commission that motivates creators, or when sales happen offline. Affiliates suit e-commerce brands with healthy margins and products that creators can show easily.

What does this look like in practice?

A pattern we see: a brand signs up many affiliates who never post. Offering a small upfront product gift plus commission to a few well-matched creators usually produces more sales.

• See client work
• Social Media Marketing for UK businesses

Affiliate programme checklist

• Set a commission your margins allow.
• Track sales with codes or links.
• Require clear ad labelling.
• Recruit creators who match your buyers.
• Review top affiliates monthly.

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Next step

Work out the most you can pay per sale and still profit. That figure is your commission ceiling.