Influencer marketing agency The Digital Dept. introduced a new Affiliate Marketing and Content Creator Services division which aims to boost content creators’ businesses by unlocking potential revenue streams.

The launch is a strategic move for the Dolphin subsidiary, positioning the new division as a new player in the $13 billion affiliate marketing industry with approaches focused on time management and optimization of content for revenue generation.

Bridging a Market Gap

Research conducted by The Digital Dept. reveals that approximately 75% of creators on their roster use affiliate marketing in some capacity, but only 25% properly utilize it as a significant revenue source. 

Although creators want to prioritize affiliate marketing, they report lacking the time, resources, and strategy needed to implement it consistently and profitably – and that’s precisely the barrier to entry this new division aims to resolve.

"The biggest barrier for entry with the affiliate marketing world for our talent was definitely time," The Digital Dept. Co-CEOs Sarah Boyd and Ali Grant tell Net Influencer. "Our creators are working non-stop to create, edit, and share content on multiple social media platforms, answering emails, creating organic and paid content, strategizing their businesses, and many have children and families to look after."

Sarah Boyd

Strategic Implementation and Specialized Leadership

Kate Steele, appointed to lead the new division, will leverage her extensive experience working with top affiliate creators to drive the unit’s growth. She says, "Our mission is simple: to help creators make the most out of their affiliate efforts. We're passionate about helping influencers unlock new revenue streams by turning their content into conversions and ensuring they have the tools to succeed in this fast-paced industry."

According to Sarah, Kate’s previous work demonstrated her ability to double or triple creator affiliate earnings within months of implementation.

"We collaborate closely with creators to seamlessly integrate affiliate opportunities that resonate with their followers, driving authentic engagement and maximizing conversions," Sarah explains. "Our comprehensive strategy ensures that no earning opportunity is overlooked, helping brands and creators alike unlock their full affiliate potential."

The division provides support that begins with strategic development and extends through execution—from sourcing affiliate links to creating and posting content across platforms. After a four-week initial implementation, the team conducts performance analysis to refine strategies.

Ali Grant

"Unlike traditional agencies that focus solely on link placement, we offer comprehensive support tailored towards each creator's needs," states Ali. "Our proactive approach includes optimizing existing content for affiliate potential, providing real-time performance tracking, and ensuring no revenue opportunities are overlooked."

The service includes optimizing across multiple affiliate platforms to secure the highest commission rates for products and integrating links into various content formats including Instagram posts, newsletters, and Substacks.

For visual differentiation, the team creates product collages and branded templates that reflect each creator's style while making visually engaging recommendations across platforms.

Growth Projections and Industry Positioning

The Digital Dept. currently manages creators with a combined reach of 340 million followers. The company sets specific revenue targets for the new division, aiming to increase average monthly affiliate earnings per creator by 50% or more compared to 2024 figures.

"Our goal in our first year of launching this division is to have 75-100 affiliate creators signed up for the service," Sarah notes, adding that initial interest exceeded expectations, prompting accelerated scaling of the program.

The company positions the service as strategically valuable beyond immediate revenue generation, suggesting that creators with established affiliate marketing businesses gain advantages in securing brand partnerships.

"As brands become increasingly more focused on ROI results, creators who have established a strong affiliate marketing business will have a leg up on the competition," Sarah explains. "This makes them incredibly desirable in the eyes of brands focused on partnering with creators that drive sales."

The division operates independently from management services, allowing it to serve talent beyond The Digital Dept.'s roster of over 250 creators.