Ask an Affiliate Manager: How BetterPic Generated 25% of Revenue Through Affiliate Marketing in Just One Year

In a recent three-part webinar series hosted by Rewardful, Thibaut Hennau, CMO at BetterPic, shared the strategies that helped them build a thriving affiliate program responsible for 25% of their total revenue.

This article summarizes key insights from their remarkable journey, providing actionable strategies for SaaS companies looking to leverage affiliate marketing as a growth channel.

Watch the Complete Webinar Series

This article is based on an in-depth three-part webinar series featuring Thibaut Hennau from BetterPic and Emmet Gibney from Rewardful.

Watch the full series below:

Episode 1: Creating Demand with Influencer Affiliates

About BetterPic and Their Growth Journey

BetterPic is an AI solution that transforms selfies into professional headshots. Key metrics of their growth include:

• Acquired in January 2024 when generating just $1,500/month
• Scaled to $180,000/month by the end of 2024
• Projecting over $200,000/month in early 2025
• Affiliate marketing consistently contributed 25% of total revenue

Two Pillars of BetterPic's Affiliate Strategy

BetterPic's affiliate program relies on two main pillars, each serving different purposes in their marketing funnel:

Episode 2: Capturing Demand with SEO Affiliates

1. Influencer Partnerships

BetterPic's influencer strategy focuses on creating awareness and driving large volumes of traffic through social platforms:

• Platforms: Twitter/X and LinkedIn proved most effective, while TikTok and Instagram showed limited results
• Payment Structure: Combined upfront payment ($200-300 per post) with affiliate commissions
• Posting Frequency: Weekly posts from each influencer to maintain consistent visibility
• Performance Metrics:
  • 0.3% conversion rate (much lower than SEO traffic)
  • Impressive CPM of just $0.13 during viral months
  • Generated millions of impressions for relatively low investment

For more on influencer strategies, check out Rewardful's guide on influencer affiliate marketing.

2. SEO-Focused Partnerships

SEO partnerships drive higher-intent traffic that's more likely to convert:

• Focus: Ranking in listicles for high-intent keywords like "best AI headshot generator"
• Types of Content: Articles on Medium and other platforms, plus YouTube videos
• Strategic Placement: First position in listicles is critical—significant drop-off occurs after the top spot
• Performance Metrics:
  • 15% conversion rate (50x higher than influencer traffic)
  • Earnings per click for top affiliates reaches $2.50
  • More stable and predictable revenue compared to influencer spikes

Learn more about this approach in Rewardful's article on affiliate traffic types.

Key Strategies for Success

Finding the Right Affiliates

BetterPic learned to focus on quality over quantity when recruiting affiliates:

• Target Experienced Affiliates: Look for those already ranking well for relevant keywords or with proven track records
• Focus on Power Users: 20% of affiliates generated 87% of revenue, with their top affiliate alone responsible for 10% of company-wide revenue
• Build Real Partnerships: Treat top affiliates as partners rather than transactional relationships
• Explore Multiple Channels: Once you find a good affiliate, explore if they have additional channels you can leverage

For a comprehensive approach to finding quality affiliates, see Rewardful's guide on how to recruit affiliates for your affiliate program.

Resource Allocation

BetterPic discovered an efficient approach to resource allocation:

• Early Growth: Initially managed by CMO Thibaut, focusing on a small number of high-quality affiliates
• Scaling Up: As the program grew, they added a virtual assistant and are now hiring dedicated affiliate managers and agencies
• Time vs. Money: "You need to have time or cash - you can't run a business without one of them"

Explore more about affiliate program management in Rewardful's guide on affiliate program management.

Identifying High-Potential Keywords

BetterPic strategically targeted keywords where customers show buying intent:

• High-Intent Keywords: Focus on terms like "best AI headshot generator" rather than broader industry terms
• Strategic Content Placement: Identify and pursue opportunities to rank on the first page of Google results
• Multi-Platform Approach: Use both website articles and YouTube videos to capture search traffic

Episode 3: Navigating the Highs and Lows of Affiliate Marketing

Lessons Learned and Challenges Overcome

1. Targeting the Right Industries

Initially, BetterPic spent months pursuing affiliates in the real estate industry with limited success.

They learned to follow data rather than assumptions about which industries would perform best.

Learn more about identifying the right partners in Rewardful's guide on defining your ideal affiliate profile.

2. Managing PPC Affiliates

BetterPic experienced rapid growth but also challenges when affiliates began bidding on brand keywords:

• Initially beneficial as it pushed competitors' ads down
• Eventually became problematic when it impacted BetterPic's own PPC campaigns
• Implemented Rewardful's traffic source control to prevent Google traffic from earning commissions

For strategies to prevent this issue, see how to prevent affiliates advertising on Google for brand terms.

3. Competition for Top Placements

In one notable case, BetterPic lost their top placement on a high-performing listicle when a competitor outbid them:

• Revenue dropped significantly after losing the #1 position
• Their strong relationship with the affiliate helped them rebound
• The affiliate expanded to additional channels (YouTube) to compensate

4. Maintaining Consistent Growth

Unlike subscription businesses, BetterPic starts each month at zero revenue, creating challenges for steady growth:

• Developed relationships with reliable, consistent affiliates
• Diversified across multiple channels and partners
• Built systems to handle relationship management at scale

Tools and Resources for Affiliates

BetterPic developed comprehensive resources to help their affiliates succeed:

• Onboarding Package: Includes brand kit, review cheat sheet, and promotion strategies
• Free Product Access: Affiliates can apply to test the product so they can speak authentically about it
• Support Materials: Canva templates for before/after comparisons and other creative assets
• Banner Ads: Recently added display ad creatives for affiliates exploring this channel

For more ideas on supporting your affiliates, check out affiliate marketing assets.

Strategic Insights for SaaS Companies

Affiliate Marketing as a Cash-Flow Friendly Channel

For bootstrapped companies, affiliate marketing offers significant advantages:

• Pay commissions only after receiving revenue
• Lower upfront costs compared to other advertising channels
• Scalable without proportional increases in marketing spend

Learn more in reasons to launch an affiliate program.

The Full-Funnel Approach

BetterPic views their affiliate program as a complete marketing funnel:

• Top of Funnel: Influencers create awareness and drive broad traffic
• Bottom of Funnel: SEO affiliates capture high-intent traffic ready to purchase
• Working Together: Traffic first exposed through influencers may later convert through SEO content

Discover more about this approach in how to build affiliate marketing funnels.

Commission Structure

BetterPic implemented a tiered commission structure with room for negotiation:

• Base commission starts at 20%
• Can increase to 30-35% for high-performing affiliates
• Their top affiliate earns approximately €7,000/month

For guidance on setting up your commission structure, see Rewardful's guide on affiliate compensation.

Future Growth Plans

Looking ahead, BetterPic has ambitious plans for their affiliate program:

• Goal to reach $100,000/month in affiliate-driven revenue
• Hired two specialized agencies to help scale outreach efforts
• Exploring new affiliate platforms like AWIN to access more partners
• Testing display ad affiliates as a new channel

Key Takeaways for Building a Successful Affiliate Program

1. Start with SEO Affiliates: Focus on high-intent keywords where buyers are actively searching
2. Build Relationships: Invest time in fewer, higher-quality affiliates rather than many low-performers
3. Understand Performance Metrics: Know that SEO traffic converts at much higher rates than influencer traffic
4. Position Strategically: Fight for the #1 spot in listicles—it makes a significant difference
5. Diversify Channels: Don't rely exclusively on one type of affiliate or platform
6. Provide Resources: Create comprehensive materials to help affiliates succeed
7. Focus on Cash Flow: Especially for bootstrapped companies, affiliate marketing provides revenue before commissions are paid
8. Monitor Brand Bidding: Watch for affiliates bidding on your brand terms and manage appropriately
9. Test and Iterate: Be willing to pivot when certain approaches aren't working

By applying these strategies and learning from BetterPic's journey, SaaS companies can develop affiliate programs that contribute significantly to their revenue growth while maintaining favorable cash flow dynamics.

For more insights on building successful affiliate programs, check out Rewardful's core principles for building a successful SaaS affiliate program and explore similar success stories in our case studies section.

Ready to Start Your Own Affiliate Program?

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