This article explains what long tail partners are in affiliate marketing, why they matter, and how you can support and engage them effectively. It also includes practical tips for working with smaller partners who, together, can drive meaningful results for your program.
What are long tail partners?
Long tail partners are those beyond your top performers - typically outside your top 10 or 20. Individually, they may generate smaller volumes, but collectively they provide substantial reach and long-term value. Their diversity also helps strengthen your program by reducing reliance on a small group of major partners.
How to engage long tail partners
Provide engaging content and creatives
Long tail partners often rely heavily on the assets you share. Make sure they have access to:
A variety of banners and images in My Creatives.
Approved copy and current offers in the Communication Center and My Offers.
An up-to-date Product feed with a green health status.
Clear, accessible content supports partners and reduces cognitive load, helping them represent your brand accurately.
Send samples and prizes to influencers
If you sell physical products, consider sending samples to trusted influencers or review sites. This approach can:
Encourage partners to create posts or reviews.
Help build long-term relationships.
Provide prizes for competitions, increasing visibility and engagement.
Hands-on support can be especially motivating for smaller partners.
Use incentives thoughtfully
Incentives can be powerful for long tail partners, especially those who can’t compete solely on volume. Options include:
Brand related prizes, e.g. vouchers or products.
Unique “money can’t buy” experiences.
Fair participation criteria based on quality of coverage or the next sale, rather than total sales.
This helps create space for smaller partners to contribute meaningfully.
Add a personal touch
Smaller partners benefit from personalized, friendly communication. When reaching out:
Use the partner’s name.
Refer to their website or content directly.
Keep the message warm, relevant, and easy to understand.
Warm, human communication is a key part of affiliate marketing and builds trust and loyalty over time.
Why long tail partners matter
Long tail partners expand your reach across diverse audiences and content types. They help diversify traffic sources and add resilience to your program. With the right level of support, long tail partners can grow into consistent contributors and long term advocates for your brand.
Find long tail partners for your program
Browse the Partner Directory
You can explore thousands of potential partners directly within the Partner Directory.
To get started, go to Publishers > Search > Partner Discovery.
From here, you can browse a complete directory plus partner recommendations that best fit your business. This is a great way to expand your program and build meaningful, strategic collaborations.
Use the Opportunity Marketplace
Another way to find new long tail partners is through the Opportunity Marketplace. To access it, go to Publisher > Opportunity Marketplace in the Awin platform.
The Marketplace highlights active partnership opportunities, helping you discover partners who are ready to collaborate.