What Is Affiliate Marketing and How to Start with ShopMy and LTK
Affiliate links are one of the simplest ways social media creators can earn from the products they already talk about. Done well, affiliate income doesn't feel pushy or salesy. It can be a helpful way to recommend products that your audience is interested in and needs, while earning a small commission for making the recommendation.
I’ve worked in digital marketing on both the brand and creator sides, so I’ve seen what makes affiliate partnerships work. The best results usually come from the same place: trust, clear recommendations, and knowing which platforms fit your content.
What does affiliate marketing actually mean?
Affiliate marketing is a way to earn a commission when someone buys, signs up, or takes an action through your unique tracking link or code.
How it works:
You join an affiliate platform or programme.
You create a trackable link for a product or retailer.
You share that link in your content.
Someone clicks and makes a qualifying purchase.
You earn a commission.
The buyer doesn't pay more because they used your link. The commission comes from the retailer or platform as recognition that you've sent that customer their way.
This is why affiliate links are common in creator content, blogs, newsletters, YouTube descriptions, Instagram Stories, TikTok captions, and shopping guides. If someone already trusts your taste, your link makes it easy for them to find the item, and for you to be paid for the recommendation.
What affiliate marketing platforms can I use to earn commissions?
There are heaps of different platforms that brands use to track commissions, but I would recommend starting with LTK and ShopMy - that's where I've had the most success anyway! While both these platforms are US-based, they have a lot of brands that trade in the United Kingdom, Europe, Australia and New Zealand, so Kiwi creators like myself can earn from these sites as well.
More and more e-commerce retailers are signing up to these platforms, offering gifted PR, paid collaborations, and various commission percentages.
As an example of affiliate marketing in action (and also of proper disclosure), if you sign up to LTK or ShopMy using these links, I get a referral reward - a win for you, win for me, and win for the platform ☺️
How to start with ShopMy and LTK
If you're new to affiliate platforms, start simple. You'll need a public social media account, but you don't need a huge audience or a perfect content plan before applying and learning how the tools work. ShopMy says accounts will typically need at least 1,000 followers to get started, although applications are reviewed case by case. Many creators use both ShopMy and LTK, as some brands are only available on one or the other, or offer different commission rates - you can shop around until you find the highest if they're on both!
Apply to the platforms with clear examples of your content
Most affiliate platforms want to see that you create original content and have a clear point of view. Before applying, tidy up your recent posts, bio, blog, or portfolio so it is obvious what you talk about and who your content is for.
You don't need to pretend to be bigger than you are. A focused niche can be more useful than a broad but vague presence.
Build a small set of links first
Don't link everything you've ever mentioned or anything that offers commission just for the sake of it - this is the quickest way to lose trust and create 'influencer fatigue' (plus we don't actually want to encourage or glorify overconsumption). Just start with products you genuinely use and would recommend to a friend.
Good first collections include:
Everyday favourites
Products I would buy again
Best gifts under a set budget
Travel essentials
Capsule wardrobe staples
Beginner beauty kit
Home basics I use weekly
This keeps your recommendations focused and helps you learn what people actually want to see.
Add context wherever you share links
A bare link rarely performs as well as a useful recommendation. Explain why you like the product, who it suits, and how you use it.
Disclose your affiliate links
Always be clear when you may earn commission. In New Zealand and in many other markets, transparency matters. Your audience should know when a link is commercial.
This can look like adding *ad|aff in your content like I do with *ad|pr for PR items. If you really want to spell it out:
Some links in this post may be affiliate links, which means I may earn a commission if you buy through them, at no extra cost to you.
Clear disclosure protects trust. It also makes your content feel more professional.
The takeaway (TLDR)
Affiliate marketing isn't about dropping a random link to every product you can and hoping someone buys it. It's about providing genuinely useful recommendations, then making it easy for people to find the products you're talking about.
ShopMy and LTK are both great places to start. They're free for creators to join and are built around sharing product recommendations, with access to affiliate commissions as well as gifting and paid brand opportunities.
Start with products you'd recommend even if there were no commission attached. That's the best foundation for building affiliate income without sacrificing the trust you've worked hard to build with your audience.
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