Changing Media Landscape: The Shift from Paid Social to Affiliate Marketing in Southeast Asia

As digital adoption picks up speed across Southeast Asia, marketers are feeling the pressure: rising paid social costs, stricter privacy rules, and engagement rates that just aren’t what they used to be. Enter affiliate marketing, a model where you only pay for verified results, and your message is delivered by voices audiences already trust. 

It’s not hard to see why. Affiliate marketing growth statistics show that paid social costs have climbed by roughly 20% year-over-year in Southeast Asia, even as click-through rates dip below 0.5%. It’s a tough combination, one that makes every dollar work harder to deliver real impact. At the same time, today’s audiences are more selective. Over 70% of consumers say they ignore repetitive online ads, and only 25% trust social recommendations. Compare that to the 63% who trust influencer and peer-driven content, and the shift starts to make sense. 

Affiliate marketing has quietly moved from the sidelines to center stage. By the end of 2023, global affiliate marketing industry growth surpassed USD 14 billion, with 10% annual expansion. In Southeast Asia, influencer ad spend has grown at a 35% CAGR over the last eight years. These days, over 80% of marketers globally include affiliate marketing in their toolkit, and for good reason. It offers transparency, performance, and a model built for long-term sustainability. 

Developed by YCP’s affiliate marketing experts, this white paper offers a clear, strategic affiliate marketing framework to help teams move from traditional paid social to a more performance-focused, results-driven model. Also included is a detailed affiliate marketing case study highlighting how regional brands have achieved exponential growth through affiliate partnerships. Inside, you'll find guidance on: 

• Budget audit and reallocation: Identify underperforming channels and explore how affiliate programs can offer more accountable results. 
• Partner selection strategies: Learn how to evaluate and engage creators, influencers, and deal platforms that align with your goals and audience. 
• Tracking and attribution best practices: Set up reliable systems, define commission structures, and avoid the common pitfalls that can skew performance data. 
• Optimization and scaling: From fraud prevention to program expansion, get practical advice on keeping your affiliate strategy sharp and scalable.

Download the full white paper to access checklists, expert guidance, and a roadmap for building a future-ready affiliate program.

To learn more about how YCP supports affiliate marketing success, visit our website.