Scaling brands through creator partnerships

Josh Snow, founder of SNOW and AffiliateMarketing.com, explored creator partnerships at AGS Rome 2026 on 03 November. His Day 1 keynote, The Billion-Dollar Affiliate Playbook, focused on finding content worth backing with paid advertising. He encouraged brands to look to everyday customers for content and use organic performance to identify promising ideas. Those results, he argued, give media buyers a clearer starting point before they commit bigger budgets.

Let organic content guide spending

Snow said SNOW generated $1 million through TikTok Shop in four days with 33 creators. The result followed years of celebrity partnerships and heavy spending on Meta advertising. Everyday customers had become a valuable source of content and sales. The bigger surprise was that their campaigns proved more profitable than his work with celebrities and larger influencers.

“We’ve spent millions behind everyday people. After spending tens of millions in celebrity marketing and larger influencer marketing, we made more money.” 

That experience prompted Snow to rethink where he spent his advertising budget. He urged brands to identify promising content through organic performance before paying to distribute it. Media buyers could then back ideas that had already attracted attention.

Give strong content another chance

Snow described paying $200 for a creator video that his team later shared across platforms. He said its Instagram repost reached 21 million views without paid promotion. Then the team could use that audience for retargeting and consider the content for paid advertising. One creator’s work could therefore support several stages of the campaign.

“Because if it worked on TikTok, it might work on Instagram. If it worked on Instagram, it might work as an Instagram ad.” Snow presented that sequence as a way to reduce dependence on expensive creative testing. He also encouraged brands to recruit customers who already own and use their products. Those customers can create content without waiting for the brand to send samples.

Keep trust through every click

“I’m a big brand guy, so I love branding, but branding is simply that trust.” For Snow, creator partnerships work better when the message stays consistent after someone clicks. He described carrying the creator’s hook into advertorials, product pages, quizzes and other landing pages. That continuity, he argued, helps preserve the trust established by the original content.

He also suggested asking different people to recreate a brand’s strongest advert. Different appearances, backgrounds and delivery styles give the team more opportunities to find what connects with audiences. Snow linked that variety to the creative diversity advertisers need when scaling on Meta. His approach combines a proven message with a wider range of people delivering it.

Pay creators and secure usage rights

Snow argued that commission alone can slow creator recruitment. He described paying per video or offering monthly retainers, with additional rewards tied to performance. One example involved $1,000 for 30 videos over a month. The upfront payment gives creators a reason to commit time to the work.

He also stressed the need to secure usage rights when arranging creator partnerships so that brands can reuse content in advertising. His team reviews results weekly, cuts weaker performers and redirects budget towards stronger ones. Snow described removing the bottom 20–50% as part of that process. He also encouraged businesses to invest profits in newsletters and other media assets, giving them more control over distribution.

AGS Rome 2026 is presented by TrafficStars. It connects advertisers with premium inventory across global markets, offering both self-serve and fully managed campaign options.

Join us at AGS Rome from 02–05 November 2026 for more insights from affiliates, advertisers and performance marketers. Visit Affiliate Grand Slam for the full programme and event details.