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Content’s role in affiliate marketing has been growing at a rapid clip in recent years. In 2019, content accounted for 40% of affiliate traffic—by 2020, content’s share of traffic had grown to 50%, and in 2021, it was reported content drove 65% of traffic.
By our own estimation, content-driven affiliate traffic continues to grow much faster than traffic from other categories of affiliates such as coupon and loyalty partners. For example, while content-driven traffic grew 14% from 2020 to 2021, coupon traffic dropped 16%, and loyalty reversed its upward tick and declined 6%, following a rise in the year prior.