Affiliate Marketing: The Smartest Path to Launching Tech Products

For tech brands, the challenge has never been greater: how do you cut through the clutter in a market saturated with all manner of gadgets, apps, and smart home devices? Traditional advertising no longer guarantees attention, and even digital campaigns struggle to reach the right audience in a meaningful way. Instead, a more human and authentic strategy is quietly reshaping how tech reaches buyers: affiliate influencers.

Globally, the numbers reinforce this trend. In 2024, affiliate marketing was a $20 billion industry, and it is expected to nearly double by 2031. More than 80% of advertisers and publishers leverage affiliate programmes, and 88% of consumers say they have purchased a product recommended by an influencer.

In South Africa, while influencer marketing is not new, the landscape is still evolving, modelling itself around international best practices, like those led by Amazon.

Prioritising Micro-Creators

The conglomerate is prioritising micro-creators via a unified Creator Hub that enables trusted influencers to build curated storefronts, stream shoppable videos or livestreams, and earn commissions. This shift emphasizes ongoing, community-rooted partnerships based on authenticity and performance, moving away from one-off sponsorships.

Such partnerships recognize that the relationship between a brand and its influencers is as vital as the relationships influencers cultivate with their followers. They also elevate influencers’ status to that of ‘working professional’.

With new reporting and compliance requirements from the South African Revenue Service, digital creators who adopt business practices like invoicing, tax compliance, and financial planning will be more sustainable in the long term, making it easier to establish lasting relationships.

That Is the ‘What’, Here Is the ‘How’

The backbone of these relationships lies in providing comprehensive product training, drafting detailed briefings, and clearly outlining contractual expectations. Allowing for creative freedom within campaigns—free from scripting—transforms influencers into credible sales ambassadors, turning engagement into real revenue.

Long-term partnerships generate ecosystem effects. When influencers genuinely connect with a brand, they tend to collaborate, share content across various platforms, and build communities around shared interests, creating momentum that extends far beyond a single post or campaign.

This not only benefits individual brands but also nurtures consumer understanding of how tech can enhance their quality of life, driving sales across the entire sector. This shift helps close the roughly decade-long gap between global and local technology adoption.

Educating Audiences

The most effective influencers don’t just showcase products; they also educate audiences on why quality matters, especially in a market inundated with cheaper ‘dupes’ and knockoffs.

As technology becomes increasingly democratized thanks to lower costs and accessible global supply chains, consumers enjoy more choices than ever. However, they may not realize that not every device offers the same reliability, performance, or safety standards as premium products.

Influencers who can differentiate between well-engineered, durable tech and low-quality alternatives serve as trusted guides, aiding buyers in making informed decisions at the point of purchase.

Lifestyle technology, in particular, flourishes in this atmosphere. Products like air purifiers with medical-grade filters, robot vacuum cleaners, and 4K TVs provide convenience and wellness—yet only if consumers grasp the connection between their needs and the solutions offered. Influencers who ground their content in real-life problems resonate most strongly.

For instance, a creator shared how a dehumidifier effectively resolved a mould issue in her home, showcasing not only the product’s functionality but also justifying why investing in a premium solution is worthwhile, garnering hundreds of saves and shares for Solenco.

Real-World Content

This type of real-world content elevates tech from mere novelty to essential, practical tool.

As devices grow smarter and the tech market continues to expand, affiliate influencers are becoming even more indispensable.

But the lessons for tech companies are clear: invest in relationships, not solely in exposure. Collaborate with influencers who genuinely align with your audience and can articulate why quality matters. Structure partnerships to foster authenticity, incentivize resulting sales, and support long-term collaboration.

This approach is not only about driving sales.