Apple has expanded its affiliate marketing program — which currently helps market other services like Apple TV, Apple News, and Apple Books — to podcast subscriptions. “Apple Services Performance Partner Program for Apple Podcasts (whew!)” will be open to anyone, reports Sarah Perez of TechCrunch.
Apple provides ‘partners’ with a unique token, then added to their Apple Podcasts links. When someone clicks through a link and subscribes to a show, “the partner will receive a one-time commission at 50% of the podcast subscription price, after the subscriber accumulates their first month of paid service.”
Like the Apple Podcasts subscription model itself, the affiliate program will be of most use to those with multiple active marketing channels. (Apple’s rundown refers to a “30-day cookie window,” which is surely less fun than it sounds.) Podcasters can apply for registration passcodes as of yesterday.
As interest in podcasting ramps up, so do opportunities for creators. “So, of course, you should get your fair share by saying YES quite a lot!,” writes Evo Terra in Podcast Pontifications. “But as you, your podcast, and the podcasting space itself continue to mature, it's equally important to know when to say NO.”
Terra explains why to step back, think, and consider if a certain guest or advertiser will truly work in your favor. The Apple Podcasts affiliate program, above, is a solid example of an opportunity that simply won’t work for everyone. Hype is a misleading phenomenon when there’s money to be made.
“As podcasting ad campaign budgets continue to increase, a slew of companies are starting to test the waters of podcast advertising to see if all the hype they’re hearing is true,” Terra points out. The same goes for potential guests that see your show as a marketing tool. A polite pass may be your best bet.
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