👄 How DTC Brands are Scaling Word of Mouth Marketing and Manufacturing Virality with Social Snowball's Noah Tucker

This week on the DTC podcast we went all in on affiliates. Not the old affiliate tactics you may know from your marketing come-up, the new wave. The wave that involves your customers, influencers, and focuses on the secret giant in purchasing decisions — word of mouth.

We’re joined by Social Snowball Founder Noah Tucker to chat through the how and why of building affiliate programs for DTC brands. 

Whether you’re pre-launch, building your very first tech stack, or years in, wondering if affiliate could have a place in your toolkit, this episode is a great place to start.

Let’s dive in: 👇

⭐ What’s Old and What’s New

If you’ve been in the biz for a while, affiliates might mean something very different to you. If you’re thinking:

  • Publishers
  • Listacles

You’re thinking old school.

Social Snowball recognized that brands couldn’t leverage those old school platforms for their new age needs. Those platforms didn’t work for what customers and brands want now: influencers, creators, and brand ambassadors.

Social Snowball is the first affiliate platform for DTC that is laser focused on influencer marketing.

👀 Every Brand Should Have An Affiliate Program - Do You?

Noah explains that customer affiliate programs are low-hanging fruit for brands. AKA, everyone should have one. 

But here’s the twist, Noah isn’t talking about coupons or points for referrals. Here’s why:

  • If you’re a lower LTV brand, think furniture, and you give a coupon to your customers to use towards their next purchase, they’re not going to be incentivized because they don’t have another purchase planned.
  • If you’re a higher LTV brand and 60% of customers repurchase, you’re still excluding that 40% from claiming your incentives.

So, what do you do…?

🧊 You Build a Program Like The Pod Company

The Pod Company, who sells ice baths and cold plunges, has a killer affiliate program generating $150K+ monthly JUST through customer referrals.

They send a ton of emails to their customers to engage them in their program. They run monthly giveaways for big ticket items (like a sauna!) and each time a customer refers one sale in the giveaway period they’re entered to win. The monthly reset further incentivizes customers to contribute month over month.

Plus, they’ve got their customer service team plugging the referral program at the end of every positive interaction. Get hundreds of tickets per day? Hundreds of opportunities for additional attributable revenue.

🍫 Not For You? What About The Tabs Chocolate Method?

Tabs Chocolate does things a little differently. Their goal? To manufacture virality consistently, not by luck.

They hire creators as affiliates. But here comes the twist: these creators DON’T post on their own page. They make new brand pages across the short form platforms (TikTok, Instagram, YouTube) and post consistently.

If you’ve got 50 creators each with a new account on each platform (150 accounts), each posting 3x/day, that leaves your brand with 450 pieces of content going out DAILY. It WILL go viral. The next step? Double down on what’s working.

Affiliates are happy because they make a ton of commission and you’re happy because growth, growth, growth. 

🗺️ What’s Next On Your Affiliate Journey?

We’ve only just scratched the surface of this conversation. 

For more on how big of a channel affiliates can be for DTC brands, why affiliate shouldn’t replace your loyalty program, and how both brands and Social Snowball continue to grow…

Listen To The Episode Here

Or

Book a Demo With Social Snowball Here