The best affiliate program means nothing without affiliates to promote it. But where do you find people willing to create content and recommend your product?
This guide covers 15 proven channels for recruiting affiliates, with practical tactics for each.
Starting Point: Define Your Ideal Affiliate
Before recruiting, know who you're looking for:
- Audience fit: Do they reach your target customers?
- Content quality: Do they produce thoughtful, professional content?
- Platform match: Where does their audience engage?
- Promotional style: Does their approach align with your brand?
Not every affiliate is a good fit. Quality matters more than quantity.
Channel 1: Your Existing Customers
Why they're great: They already use and understand your product. Their recommendations are authentic.
How to find them:
- Review your customer database for power users
- Check who's active in your community
- Look for customers who've left positive reviews
- Identify those who've referred others organically
Outreach approach:
"Hey [Name], I noticed you've been using [Product] for a while and seem to really get value from it. We're building an affiliate program and think you'd be a great fit. Would you be interested in earning commission for recommending us to others?"
Tips:
- Make it easy to join—they're already bought in
- Consider a VIP tier with better rates for customer-affiliates
- Don't be pushy; not every customer wants to be an affiliate
Channel 2: YouTube Creators
Why they're great: Video reviews and tutorials have strong conversion rates. Content stays discoverable for years.
How to find them:
- Search "[your category] review" or "[your category] tutorial"
- Look for creators who've reviewed similar products
- Check competitors' YouTube reviews—these creators might promote you too
- Use tools like VidIQ or TubeBuddy to find relevant channels
Outreach approach:
"Hey [Name], I found your video on [topic] really helpful. We make [Product], which does [brief description]. Would you be open to trying it out? We have an affiliate program with [commission rate] recurring if you'd like to do a review."
Tips:
- Offer free product access (not just trial)
- Provide B-roll footage and screenshots they can use
- Be patient—YouTubers have content calendars
Channel 3: Bloggers and Content Sites
Why they're great: Blog posts rank in search engines and drive traffic for years. Bloggers often have email lists too.
How to find them:
- Search "[your category] best tools" or "best [your category] software"
- Look for "alternatives to [competitor]" posts
- Check who's ranking for your target keywords
- Use tools like Ahrefs or SEMrush to find relevant sites
Outreach approach:
"Hi [Name], I came across your post about [topic]—great resource. I run [Product], which helps [value prop]. If you're open to it, I'd love to get your honest take. We offer [commission rate] recurring to affiliates if it's something you'd want to include in future content."
Tips:
- Offer exclusive content they can use (data, quotes, case studies)
- Respect that they may not want to update old posts
- Build relationship before pitching
Channel 4: Newsletter Writers
Why they're great: Direct access to engaged audiences who trust the writer's recommendations.
How to find them:
- Browse Substack in your niche
- Check beehiiv, ConvertKit, and Ghost publications
- Look for industry-specific newsletters
- Tools like SparkLoop's directory can help
Outreach approach:
"Hey [Name], I've been reading [Newsletter] for a while—love your take on [topic]. I'm reaching out because I think [Product] could be useful to your readers who [need/use case]. Would you be interested in trying it? We have an affiliate program that pays [rate] recurring."
Tips:
- Subscribe first and engage genuinely
- Understand their sponsorship model vs. affiliate approach
- Some may prefer paid sponsorship over affiliate
Channel 5: Podcast Hosts
Why they're great: Podcast audiences are loyal and trust host recommendations. Mentions feel personal.
How to find them:
- Search Apple Podcasts and Spotify for your niche
- Look for interview-style shows featuring related products
- Check who sponsors competing products
- Use Listen Notes to find relevant shows
Outreach approach:
"Hi [Name], I've been listening to [Podcast] and really enjoyed the episode about [topic]. I run [Product]—[brief description]. I'd love to chat about potentially doing an episode together, and we also have an affiliate program if that's of interest."
Tips:
- Offer to be a guest (adds value beyond just promotion)
- Understand podcast sponsorship vs. affiliate model
- Be patient—podcast schedules are long
Channel 6: Industry Influencers
Why they're great: Large reach, trusted voices, can move significant volume.
How to find them:
- Follow hashtags and conversations in your space
- Check who gets quoted in industry publications
- Look for speakers at relevant conferences
- Identify people with large, engaged followings
Outreach approach:
"Hey [Name], I'm a fan of your work on [topic]. I'm building [Product] and think it aligns with what your audience cares about. Would you be interested in taking a look? We're selective about affiliates but would love to have you in the program."
Tips:
- These folks get tons of pitches—be brief and specific
- Consider custom commission rates for true influencers
- Focus on genuine relationship, not just transactions
Channel 7: Review Platforms
Why they're great: High-intent traffic from people actively comparing options.
How to find them:
- G2, Capterra, TrustRadius listings
- Software review blogs (many have affiliate programs)
- Comparison sites in your category
- App marketplace reviewers
Outreach approach: Varies by platform—some have formal partner programs, others can be contacted directly.
Tips:
- Ensure your listing is optimized before recruiting
- Some platforms have internal affiliate/referral programs
- Individual reviewers may be open to direct partnerships
Channel 8: Consultants and Agencies
Why they're great: Trusted advisors to your target customers. High influence over purchasing decisions.
How to find them:
- Search for consultants in your space
- Check who's listed as experts or certified partners
- Look for agency directories in your industry
- Attend industry events where they speak
Outreach approach:
"Hi [Name], I see you help [target customers] with [service]. We make [Product], which often comes up when clients need [use case]. Would you be interested in exploring a partnership? We offer [commission rate] for referrals, and I'd be happy to train your team on the product."
Tips:
- Offer training and support for their team
- Consider special pricing for their clients
- Build relationship—consultants recommend trusted partners
Channel 9: Affiliate Directories and Forums
Why they're great: Affiliates actively looking for programs to join.
Directories:
- Affiliate programs directories (search "submit affiliate program")
- Industry-specific affiliate roundups
- Software affiliate lists
Forums:
- r/affiliatemarketing on Reddit
- AffiliateFix forums
- Warrior Forum (marketing niche)
- Stack That Money (advanced)
Tips:
- List your program in relevant directories
- Participate in communities genuinely, don't just spam
- Share your program when relevant discussions arise
Channel 10: LinkedIn
Why they're great: Professional audience, good for B2B SaaS affiliates.
How to find them:
- Search for people discussing your industry
- Look for content creators in your niche
- Check Sales Navigator for relevant profiles
- Find people who engage with competitor content
Outreach approach:
"Hi [Name], I came across your post about [topic] and thought you had some great insights. I'm reaching out because I run [Product], and I think your network could benefit from knowing about it. We have an affiliate program—would you be interested in learning more?"
Tips:
- Connect with value, not just pitching
- Engage with their content before outreaching
- LinkedIn InMail for premium outreach
Channel 11: Complementary Product Partners
Why they're great: Aligned audiences, potential for deeper partnerships.
How to find them:
- List products your customers also use
- Check integration partners
- Look for products often mentioned alongside yours
- Identify non-competing products serving your audience
Outreach approach:
"Hey [Name], I'm [Your Name] from [Your Product]. Our customers often use [Their Product] alongside us. I wanted to explore whether there's potential for partnership—cross-promotion, affiliate relationship, or even integration. Would you be open to a quick chat?"
Tips:
- Start with genuine partnership conversation
- Affiliate relationship might be step one toward deeper integration
- Be open to reciprocal arrangements
Channel 12: Course Creators and Educators
Why they're great: Students trust instructor recommendations. Courses create ongoing affiliate opportunity.
How to find them:
- Check Udemy, Coursera, Skillshare in your space
- Look for independent course creators (teachable, Thinkific)
- Find educators on YouTube or in communities
- Identify authors of relevant books
Outreach approach:
"Hi [Name], I found your course on [topic] and think it's a great resource for [audience]. I run [Product], which helps with [use case your students face]. Would you be interested in exploring an affiliate partnership? Your students might find it valuable."
Tips:
- Offer special pricing or extended trials for students
- Provide educational content they can use
- Support their curriculum, not just your product
Channel 13: Online Communities
Why they're great: Concentrated audiences, relationship-building opportunities.
Where to look:
- Slack communities in your industry
- Discord servers for relevant topics
- Facebook groups for your target audience
- Membership communities (paid often better quality)
How to approach:
- Join and participate genuinely first
- Build reputation before mentioning affiliate opportunities
- Share your program when relevant, not spammy
- Focus on community members who create content
Tips:
- Don't violate community rules about self-promotion
- Build relationships first, business later
- Some community managers might be affiliates themselves
Channel 14: Twitter/X
Why they're great: Public conversations, easy to engage, many content creators active.
How to find them:
- Search for discussions about your category
- Follow hashtags relevant to your industry
- Check who engages with competitor accounts
- Look for people building in public in your space
Outreach approach:
- Start by engaging with their content
- DM after establishing some familiarity
- Keep it brief: "Saw your thread about [topic]—I run [Product] which helps with that. Would love to chat about our affiliate program if you're interested."
Tips:
- Twitter moves fast—be responsive
- Many creators prefer Twitter DMs for initial contact
- Follow up via email for serious conversations
Channel 15: Events and Conferences
Why they're great: In-person relationships are stronger. Concentrated relevant audience.
Types of events:
- Industry conferences
- Meetups and local events
- Virtual summits
- Webinars and online events
How to leverage:
- Attend events where your target affiliates gather
- Sponsor if appropriate
- Speak to establish authority
- Network genuinely, follow up with affiliate conversation later
Tips:
- Don't pitch at the event—build relationship, follow up after
- Collect contact info legitimately
- Host your own events to attract potential affiliates
Recruitment Best Practices
Quality Over Quantity
Ten engaged affiliates creating quality content outperform 100 inactive accounts.
Focus on:
- Audience relevance
- Content quality
- Genuine interest in your product
- Professional track record
Personalize Your Outreach
Generic pitches get ignored. For each prospect:
- Reference their specific content
- Explain why they're a good fit
- Offer genuine value
Make Joining Easy
Once interested, don't lose them:
- Simple signup process
- Quick approval (or auto-approve for inbound)
- Immediate access to links and materials
- Clear next steps
Follow Up (Appropriately)
Many busy creators miss the first message:
- Follow up once after 5-7 days
- Offer additional value in follow-up
- Accept "no" gracefully
Track What Works
Record where your best affiliates came from:
- Which channels produce quality affiliates?
- Which outreach messages get responses?
- What do high-performers have in common?
Double down on what's working.