YouTube Shorts and TikTok continue to dominate for millennials and Gen Z. Affiliates who invest time into short, snackable, entertaining video content can build brand awareness much faster than relying only on text posts or traditional blogs. The key is to avoid overly promotional messaging and instead focus on storytelling, tips, and personality-driven content. Newsletters are also making a big comeback. With algorithms constantly changing, many affiliates are realizing that owning a direct relationship with their audience, via email or long messaging, is more valuable than relying solely on platform reach. Building a strong mailing list allows affiliates to communicate new offers, loyalty campaigns, and content directly without worrying about platform shutdowns or changes. Compliance Is Non-Negotiable One thing that hasn’t changed - and is only getting stricter - is the importance of compliance. Whether you’re promoting casinos, sportsbooks, or sweepstakes, affiliates today must navigate a complex maze of advertising rules, platform policies, and local regulations. The first rule: Always disclose your partnerships. Audiences are smarter and more skeptical than ever, and platforms are cracking down on undeclared sponsored content. Simple statements like “This post contains affiliate links” or “Partnered content” can protect you legally and build trust with your audience. Secondly, responsible gambling messaging isn’t optional - it’s expected from gambling industry professionals in 2025. Affiliates who actively promote responsible gaming practices, include proper age disclaimers, and link to help resources build longterm credibility. Each platform also has its own unique rules about gambling promotions: • Facebook and Instagram require special approval for gambling ads and restrict targeting heavily. • Google limits gambling-related advertising based on licensing and country-specific laws. • TikTok only allows gambling-related content in specific markets with strict controls. Currently, there is a lot of talk about TikTok Canada exploring more gaming content. Affiliates need to stay updated constantly, because platform rules can change with very little notice. And this is important because ignoring compliance doesn’t just risk getting one post removed - it can get your entire account banned, your domain blacklisted, and your affiliate deals terminated. At the end of the day, success as an affiliate isn’t just about pushing offers or chasing quick clicks anymore. It’s about building real connections, adapting to new platforms, staying compliant, and showing up consistently as a trusted voice. Social media remains one of the most powerful tools affiliates have - not because it’s easy, but because when it’s used authentically, it creates relationships that no algorithm change can take away. The affiliates who win today AND tomorrow are the ones who stay human in a world of AI. They aren’t afraid to show their face, share their voice, and build a brand that lasts longer than a single campaign. Catie Di Stefano is a seasoned marketing professional with over 14 years of experience in the online gaming industry. In March 2025, she was appointed as the Marketing Director at Vegas Kings, a premier design and development agency specializing in iGaming and sports betting. Catie’s journey in the gaming sector began in customer support in 2011, eventually leading her to significant roles such as VIP, CRM, gamification, affiliation and marketing. Since 2018, she has been mainly focused on the U.S. online gambling market. Affiliates can’t just post deals or bonus offers and hope for results anymore. You need to entertain, educate, and build real relationships with your audience. 21 GPWAtimes.org
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