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What is going on? DTC pod? Today we are joined by Noah Tucker, who is the founder of Social Snowball. Um, we're really excited for this episode because, uh, affiliate influencer creator sort of marketing is, plays a really big component in growth for all sort of consumer brands and it's been a really hot topic recently. And not only that, um, social snowball is definitely, uh, one of the tools that we've seen a lot of brands who are scaling really fast and doing really well on consumer social, um, killing it. So I guess without further ado, uh, let's just go ahead and kick it off. So, no, why don't you give us a little bit background about yourself, social snowball, and then we can kind of just jump into the broader landscape of affiliate and commerce.

Sure. Yeah. Well, thanks for that intro. I'm super pumped to be here. Yeah. So like you said, I'm the founder of Social Snowball, which is an affiliate platform for e commerce brands. You know, the quick version of what makes us different is we help brands partner with what we like to call the modern affiliate, meaning like influencers, creators, ambassadors, instead of what we call the Legacy affiliate meaning like publishers list to go review site affiliates. We've been around for about four years.

We have about 2200 brands using the platform. And before that I was on the brand side of the ecommerce world using other affiliate and influencer solutions. And that's how the idea for this all started.

Yeah, and I think that's actually a great place to start. I'd love if you could maybe let's just break down the landscape of affiliate. Why was there a need to build in this space? What sort of changed when we moved from legacy affiliate into traditional and the evolving sort of uh, affiliate landscape that we're seeing?

Yeah, for sure. Um, it's funny because like now if you say the word affiliate to anyone in like our e commerce space, it can mean so many different things. Like you have to be, you have to be more specific because like ten years ago if you were to say the word affiliate, it had a totally different meaning than what a lot of people think about today. Like the word affiliate in the e commerce world. Ten years ago exclusively meant what we call now the Legacy affiliate, meaning publishers list of goals, review sites, bloggers, there's media buyer affiliates. I put those all under the umbrella of legacy affiliate. And although I'm using the word legacy to describe them, I still think they're a really important affiliate that brands should be partnering with. It's just very different and undeniably very, very different than what I call the modern affiliate, which is a newer type of affiliate partner that brands are prioritizing.

And it's under that umbrella we have influencers, creators, ambassadors, and even a brand's own customers can be affiliates. That's kind of like the macro shift in the affiliate landscape. And then I think on the influencer side, more specifically, brands used to partner with influencers because they wanted content and they maybe wanted to build brand awareness. But those were really the only two goals of the partnership with an influencer. And then today, since paid ads are just becoming more expensive, less reliable brands are turning to find, are looking to find other uh, acquisition channels. And of course influencer is a great one. But influencer partnerships historically have been so focused on content and awareness that the tech platforms that existed to power these partnerships revolved around like those goals because that's what brands used to carry care about. So we're also kind of the first influencer platform that is just kind of focused on affiliate and attributable revenue from the partnership.