By Vicky Sidler | Published 17 May 2025 at 12:00 GMT

Traditional ads are beginning to look like fax machines—nostalgic, a bit clunky, and rarely the first choice for anyone under eighty. impact.com’s latest Q1 report confirms the shift: only 2% of consumers say old-school ads influence their purchases. Instead, they hunt for trusted reviews, TikTok tutorials, and affiliate links from voices they already like.

It isn’t a fringe trend. The global creator market is expected to top $32 billion this year, and 700 brands—New Balance, Best Buy, Hydrojug, Monzo, and more—joined impact.com’s platform in the last quarter alone. CEO David Yovanno summarized: “Partner-led marketing is no longer optional; it’s the core engine driving growth.”

What counts as partner-led marketing?

Before we jump into tactics, let’s unpack the three main partnership buckets and why they matter.

1. Creators & influencers:

These are the Instagrammers, YouTubers, and TikTokers who weave your product into real-life stories. Best Buy’s new curated Storefronts (powered by impact.com) are a fresh example—fans shop straight from their favorite creator’s gadget wish list.

2. Affiliates & publishers:

Imagine a food blog recipe linking to your spice mix. The blogger gets paid only if readers buy. performance-based, low risk, and suddenly very popular.

3. Advocates & customers:

Happy buyers who share referral links for cash or perks. impact.com’s new Advocate Cash Rewards makes setting these incentives as easy as toggling a switch.

Why small businesses should care about the shift:

Partner programs sound fancy, but they solve three plain problems every owner knows:

• Trust­­ beats volume. A single genuine review converts better than ten flashing banners, especially for first-time buyers.

• Pay for results, not guesses. Affiliate links and referral codes cost nothing up-front—you only share revenue after a sale.

• Tools are user-friendly. Platforms such as impact.com now automate gifting, payouts, even fraud checks, so you don’t need a ten-person marketing department.

Simple starter steps to ride the partner wave:

I’m a StoryBrand Certified Guide and Duct Tape Marketing Strategic Consultant—and I bolt those frameworks to Lean Marketing so campaigns run while you sleep. Here’s a quick example for this scenario:

1. Spot one natural advocate.

Open your last ten online reviews. Find the customer who wrote a mini-essay of praise. Email them: “Would you like a referral link that earns 10% for each friend who buys?” One cheerleader beats a crowd of strangers.

2. Offer a real-life perk.

impact.com’s data shows product gifting sparks authentic content faster than cash alone. Send your advocate two of your best-selling items—one to keep, one to give away on social—then watch engagement leap.

3. Track one key metric.

For the next 30 days, follow conversions from that single referral link. If it beats your latest Facebook ad on cost-per-sale, you’ve earned proof. If not, tweak the offer and retest. Lean loops keep risk low and learning high.

These steps fit neatly inside a one-page marketing plan and hum alongside your website, email list, and StoryBrand funnel.

Free resource—5-Minute Marketing Action Sheet

Need a printable checklist that turns any headline—like this partner boom—into a three-step plan?

Download the 5-Minute Marketing Action Sheet and keep it next to your coffee mug. One page, instant clarity.