DO YOU EVEN AFFILIATE, BRO?!
This month, we’re diving into how to build a lasting, successful affiliate program. Too often, brands abandon affiliate marketing over “poor conversion”—a mindset that completely misses the point. Our industry operates differently from mainstream markets in how these programs drive value. Most of the athletes, racers, builders, and creators we talk to don’t care about a commission; a $40 check every now and then doesn't move the needle. But giving them a discount code for their audience? That’s a game-changer for growing their community and getting them to talk about your product naturally.
I’ve really enjoyed getting to know Ryan from Refersion over the last year and getting to know their product (it’s pretty dang easy to use) - hope you enjoy the conversation!
Cheers,
Erica Sietsma
Autofluencer CEO & Founder
SMART AF PODCAST: RYAN HILLIARD
In Episode 2 of Smart AF, Erica Sietsma sits down with Ryan Hilliard of Refersion to talk about one of the biggest missed opportunities in automotive and motorsports marketing: building an affiliate program that actually drives sales.
As CEO of Refersion, a platform built for e-commerce brands to track sales driven by promoters, influencers, and affiliates, Ryan has worked with hundreds of companies navigating the unique challenges of niche affiliate marketing.
Hear from Ryan on:
Why flexibility matters more than network size in niche industries
Setting realistic conversion timelines for high-consideration purchases
How to blend commission structures with creator discount codes
Attribution windows, platform switching, and scaling what works
If you're ready to stop treating affiliate as a set-it-and-forget-it channel and start building a program that delivers real results, this episode is packed with advice you can put to work right away.
“When you’re doing a partnership, avoid one off “Hey, make a post or make one single integration video and that’s it.” Think a little bit longer term.”
BRANDS KNOWN FOR AFFILIATE PROGRAMS IN THE INDUSTRY
Here are just some brands that we’ve seen with some well structured affiliate programs. The sweet spot tends to be brands that have strong YouTube/social communities around them, because the content creation side and affiliate side reinforce each other well.
K&N Filters - One of the most recognized names in performance intake and filtration; widely promoted by automotive YouTubers and bloggers.
Pedal Commander - The best-selling throttle response controller in the aftermarket space, with a well-established affiliate program offering 10% commission on referral sales and a robust influencer roster spanning Formula Drift drivers, off-road racers, and automotive YouTubers. Their plug-and-play product is easy to demonstrate on camera, which makes it a natural fit for content creators in the truck, off-road, and performance communities.
Heat Wave Visual - A California-based independent eyewear brand with genuine motorsports DNA, known for long-running partnerships with events like the Mint 400 and teams like Hendrick Motorsports, and an active influencer/affiliate program popular in off-road and car culture communities.
“DEGA BABY - We’re excited to be supporting Squirrel McNutt in his ROAD 2 DEGA. Help us support your boy’s NASCAR ARCA debut by using code “McNutt” at checkout at HeatWaveVisual.com to save 10% off your favorite shades! It’s Shake ‘N Bake time”
COMMISSION VS. DISCOUNT - WHICH ONE?
When most brands set up an affiliate program, they default to the same structure: give creators a tracking link, pay them a commission on sales, done. It makes sense on paper, but in practice, especially in automotive, that model often underperforms. Here's why, and what to do instead.
The case for commission: Commission-based programs work really well when your product has high margin and high purchase frequency. Beauty, home goods, consumables, categories where someone might buy on a whim or reorder regularly. The creator is motivated because sales can stack up fast.
The case for a community discount: In automotive and powersports, creators often have a deep, loyal, engaged audience. They know exactly who follows them and what that community responds to. For many of these creators, the ability to offer their audience a real discount matters more than a percentage cut on a sale that might never happen.
How to think about blending both:
Start by asking your creators what they want. Don't assume commission is the motivator, some will surprise you.
Consider offering both a tracking link and a promo code. The link captures data; the discount drives action.
For higher-ticket items, lean toward the community discount model. It gives the creator a reason to talk about your brand repeatedly and gives their audience a tangible incentive.
Reserve aggressive commission structures for products with strong margins and faster purchase cycles.
There's no one right answer, but the brands getting creative with how they structure these partnerships are consistently outperforming the ones running cookie-cutter commission programs.
IS YOUR AFFILIATE PROGRAM ACTUALLY WORKING OR JUST RUNNING?
Review your program and ask yourself honestly:
Do your creators have both a link and a promo code, or just one?
When did your top affiliate last post about your brand?
Is your tracking window 90 days or longer?
Have you paid out commissions in the last 60 days?
Could you name five active affiliates right now without looking?
If you're hesitating on more than two of these, the program isn't dead, it just needs attention. Ryan is happy to give advice on how to reignite your program.
BRAND REPUTATION IN THE CREATOR COMMUNITY
The automotive and motorsports creator world is smaller than it looks. At any given industry event, the influencers, racers, and media are all in the same room and they talk. The brands that treat creators well get recommended to other creators. The brands that don't, also gets around, and it's a lot harder to recover from.
This isn't just anecdotal. It's one of the most under-leveraged (and under-appreciated) dynamics in niche affiliate marketing.
The ways brands accidentally burn bridges:
Short tracking windows. If a creator spends weeks posting about your product and the sale falls just outside your attribution window, you save a commission, but you lose a partner. And they'll tell people.
Slow or complicated payments. Creators shouldn't have to chase you down. Automating payouts and handling tax compliance on your end isn't just operationally smart, it signals that you're a professional, trustworthy partner.
One-and-done partnerships. Reaching out for a single post and then going silent feels transactional. In a relationship-driven industry, that matters.
Surprise discount stacking. One hard-learned lesson worth sharing: if you're running a sitewide sale (like Black Friday) and you also have active affiliate promo codes in the wild, make sure your platform is set to only apply one discount at a time. Otherwise you can end up with compounding discounts you didn't plan for.
How to become the brand creators recommend:
Pay fairly and on time, every time. This alone sets you apart.
Set a generous tracking window and leave it there. Don't try to minimize commission payouts at the cost of creator trust.
Think long-term about each partnership. What can you offer beyond a link, product, access, experiences that make them genuinely want to champion your brand?
When you have successful creator relationships, lean on them. Happy partners refer other partners. Let that work for you.
Reputation compounds in both directions. The brands building real relationships with creators in this space are creating a competitive moat that's genuinely hard to replicate.
TOOLS WE LOVE: REFERSION
If this episode got you thinking about your affiliate program, or finally starting one, Refersion is the platform we recommend for brands in our space. If you want to learn more or get connected, reach out to us directly and we'll make the introduction.
→ Or visit them at refersion.com
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