Affiliate marketing is a dynamic world. Major platforms such as TikTok and YouTube are gearing up with new built-in shopping tools for creators. The move has introduced some fresh competitions for startups which are offering similar services. However, Allison Yazdian, SVP of Creator Growth and Success at LTK affiliate marketing company, argues the startups are holding ground effectively against tech giants.

Dallas-based LTK was earlier known as RewardStyle and LiketoKnow.it. It is an affiliate marketing and creator-commerce platform. It provides a range of tools for creators to help them monetize their content. The tools are like affiliate commissions to brand collaborations. The tools allow them to build personalized storefronts for their followers.

LTK was valued at $2 billion in 2021 and believes it has a significant advantage over major platforms such as YouTube and TikTok. The reason is its flexible approach.

Yazdian emphasizes that the success of LTK is rooted in its platform-agnostic nature. The tech giants are simply confined to their ecosystems. LTK allows creators to share content across multiple platforms without fragmentation. The flexibility ensures creators can maintain a cohesive presence. He added that LTK is not tied to a single platform, format or brand.

Even though the in-platform shopping features have gained popularity, a couple of tech companies such as Meta have struggled with social shopping. Some of them are even scaling back their efforts. TikTok Shop witnessed some success since its US launch. Other platforms like Instagram have retreated from native shopping features. The affiliate program of YouTube is also facing challenges as many creators are still unaware of its existence.

The belief of LTK is that a single and unified platform is required for all shopping links. Retailer-specific affiliate programs often fall short as they limit the range of products which creators can promote.