PartnerCentric, Inc.

That last click report you've been trusting? It's a receipt. It's not insight. It's not strategy. It's not even a reason. It's just proof that something already happened… long after the real influence did its job. The partners actually driving your growth? They're probably not getting credit. The ones getting all the credit? They may just be standing at the door when the customer finally walks in. Time to look past the receipt. We covered all of this (and much more) in a recent LinkedIn Live with Musely Founder & CEO Jack Jia—alongside our own Founder & CEO Stephanie Harris and Amanda Quadrini, Director of Client Strategy at PartnerCentric. You can access the full replay here: https://lnkd.in/gc6UQ8ab #Attribution #PerformanceMarketing #AffiliateMarketing #GrowthMarketing

Can authenticity survive in a marketing landscape run by algorithms? This piece in MarTech Cube News makes a compelling case... In an AI-driven marketplace, trust is no longer a soft metric. It's the foundation marketing has to be built on. A few numbers that stuck with us: Nearly 60% of Google searches now end without a click. 87% of consumers will spend more on brands they trust. And, AI increasingly rewards the same things humans do (originality, authority, and credibility). The takeaway aligns with what we've long believed: Your affiliate partners and creators aren't an extension of your media plan. They're strategic collaborators who feed AI's understanding of your brand. Credibility can't be automated, but it can be built, tracked, and rewarded across every partnership. Get all the important insights here: https://lnkd.in/dH4rCffq #AffiliateMarketing #AIVisibility #PerformanceMarketing #CreatorEconomy

Search was the one place, the ONE place, people felt in control. Google just took that away… and the backlash was instant. When Google converted its search box into an AI-first conversational engine, it called the move the biggest change since 1998. Guess what? Users responded by leaving. DuckDuckGo installs jumped 76% above average, visits to its "No AI" search page tripled, and the company broke its single-day search record. ECT News Network asked PartnerCentric Founder & CEO Stephanie Harris to weigh in, and she cut straight to the heart of it: "Search has always been a place where you feel in charge of what you click and what you trust. If AI features feel transparent, grounded, and controllable, people adopt them quickly. If they feel like a new gatekeeper you can't tune, the backlash is immediate. And, that's when alternatives benefit." That's the real lesson here. This isn't AI resistance. It's a rejection of AI being forced on people without a choice. The brands and platforms that understand the difference will win the next era of discovery. The ones that don't will hand their competitors the best marketing campaign they never paid for. Get more insights in the full article here: https://lnkd.in/gxa4Mm9a #AIVisibility #AISearch #DuckDuckGo

As AI content floods every feed, "more content" stops being a differentiator. Trust does. Fresh off Creator Economy Live in Manchester, PartnerCentric's Sofia Toebak Bravo shares a key takeaway from the event: Creators aren't just a distribution channel; they're a credibility layer. That creator-audience relationship is the thing that holds up when feeds get noisier. The brands acting on this are treating creator like a system (roles, routines, repeatable formats), prioritizing long-term partnerships over one-off volume, and putting creator metrics on the same monthly scorecard as ROAS and CAC. Her notes from the floor—plus a simple starter plan if you're building this quarter—are worth a read. https://lnkd.in/gc9Nsmqb #creatoreconomy #influencermarketing #performancemarketing

"Everyone's about to copy SKIMS. The problem? Most will lose money doing it." That's from PartnerCentric's Kate Fleming, Director of Influencer Strategy, in a new Net Influencer roundtable on where live commerce goes next... And it's one of the sharpest takes in the piece. Here's her point: Kim Kardashian's "Kimsmas Live!" didn't work because of the deals. It worked because it was a 45-minute, broadcast-grade variety show that happened to be fully shoppable. The reason to watch was the show, not the discounts. That's the real shift. The long-duration, solo-host product rotation format has a ceiling in Western markets, which is exactly why live is only 10% of TikTok Shop GMV while short-form video is 60%. As Kate put it: live shopping was never the product. Entertainment was. The brands that win won't sell harder... they'll make something people would watch even if nothing were for sale, then make it all buyable. The full roundtable of 16 experts is worth a read. https://lnkd.in/gSGuCyvg #influencermarketing #creatoreconomy #consumertrends #TikTokShop

Your summer creator campaign just got destroyed by... ...a vague brief. It sounds dramatic. It isn't. The single biggest predictor of whether an influencer campaign performs has almost nothing to do with the creator (and almost everything to do with the brief they were handed). A weak brief produces content that's beautiful but off-message. Or, on-message but impossible to scale into paid. Or… messaging that is “technically compliant” but missing the hook that actually drives a summer shopper to act. The brands winning Q3 aren't just picking better creators. They're informing them better: with clear intent, defined success metrics, and the context creators need to produce content that performs across organic AND paid. If you’d like to brainstorm with our creator affiliate team, we’re standing by! Just reach out here: https://lnkd.in/gaghTJd8 #creatoraffiliate #creatoreconomy #affiliatemarketing #summercampaign #summermarketing

One bad Reddit post won't just flop. It can quietly damage how AI sees your brand for months. Here's what most brands miss: AI tools like ChatGPT, Perplexity, Claude, and Google AI Overviews actively reference Reddit when generating answers. Which means your Reddit presence isn't just shaping community perception… It's shaping the credibility signals AI uses to decide whether to recommend you at all. And, Reddit communities are unforgiving. They reward genuine expertise and punish overt promotion, fast. A tone-deaf, salesy, or inauthentic presence doesn't just get downvoted into oblivion. It feeds negative signals into the exact systems shaping your AI visibility. The brands getting this wrong aren't being ignored. They're actively working against themselves. The fix isn't to avoid Reddit. It's to show up the right way: transparently, helpfully, and consistently with the story your owned content and partners are already telling. Want some more critical insights into the Reddit ecosystem? Here’s some information to guide you: https://lnkd.in/g8AmfhZH #Reddit #consumertrends #marketingstrategy #smartmarketing #marketingtrends

Channel certainty is gone. And yet… The teams winning anyway have one thing in common They treat testing as an operating rhythm, not a side project. They move budget based on signal, not tradition. And, they keep their ego out of it (we know… a big ask!). How do we know so much about this? Well, our team was on the ground at the Modern Retail Summit last month. It was an amazing three days of sessions and side conversations with leaders across beauty, wellness, supplements, apparel, home, and premium retail. The themes that kept surfacing weren't about any single channel or tactic. They were about how the best teams are fundamentally rethinking how they plan, measure, and build programs. Bottom line: The funnel isn't collapsing; it's widening. 88% of consumers research multiple sources before buying. Creator-affiliate is moving from nice-to-have to a real, measurable motion. And, AI visibility is no longer a separate innovation conversation. It belongs on the same scorecard as CAC and ROAS. Amanda Quadrini recapped the full takeaways in this blog, including what we'd do next if we were in-house. Hope you’ll check it out! https://lnkd.in/gKMYEFu7 #affiliatemarketing #performancemarketing #creatoraffiliate #AIVisibility

Q2 is almost behind us. Which means Q3 planning isn't just coming… It's here, with a vengeance. (Okay, maybe that’s a bit too harsh!) For influencer and creator programs, Q3 is anything but quiet. And, the brands that show up in Q3 with a performance-ready creator strategy will be the ones building momentum heading into the most competitive quarter of the year. A few moves worth making right now: ➔ Audit your current creator roster.    ↳Who actually drove revenue in Q1 and Q2, and who just drove impressions? ➔ Reactivate before you recruit.    ↳Creators who already own and love your products are your fastest path to incremental revenue. ➔ Align content with purchase intent.    ↳Summer and back-to-school content that connects to real buying moments outperforms generic lifestyle posts every time. ➔ Get your measurement right before Q3 launches.    ↳If you can’t prove what’s working, you can’t scale it. Q3 rewards the brands that planned in May. Is yours one of them? #influencermarketing #creatoraffiliate #affiliatemarketing #performancemarketing

LinkedIn Live just got a whole lot more interesting… And it all starts tomorrow, May 28! PartnerCentric's Director of Client Strategy Sofia Toebak Bravo is going live for a session on “Leveraging Influencer Authority to Win the AI Search & LLM Era,” hosted by the Performance Marketing Association. It’s going to be a real, honest conversation about what it actually takes to move from influence to impact. Why is this topic so critical today? Because influencer authority is one of the most powerful (and most underutilized) levers in performance marketing. But, turning that authority into measurable, scalable results? That's where most programs fall short. We hope you’ll join this amazing panel of experts to gain immediate insight into the current landscape. Also lending their expertise? Veronica R. Gauthier, Tricia Meyer, and Ben Trevizo. Here’s the link to sign up: https://lnkd.in/gDHjiMuQ #influencermarketing #performancemarketing #LLM #affiliatemarketing #creatoraffiliate #creatoreconomy