What is an affiliate programme?
An affiliate programme pays partners commission on sales they drive, tracked by links or codes. Brands often run it through a network such as Awin, Impact or CJ.
It is open by design. Many creators can join, and you pay only on approved sales.
What is a brand ambassador programme?
A brand ambassador programme is a named group of creators who represent your brand over time. Ambassadors usually get their own codes, exclusive offers and a closer relationship with your team.
It is selective by design. You choose who is in it.
When should you use each?
Use an affiliate programme when you want:
- Reach across many creators without managing each one.
- To pay only on results.
- An offer that any suitable creator can pick up.
Use an ambassador programme when you want:
- Long-term relationships with creators who already love your brand.
- Codes in a creator's own name.
- Exclusive offers for a chosen group.
Can you run both?
Yes, and they work well together. Your affiliate programme brings breadth. Your ambassador programme rewards your best creators with something extra.
On CreatorLounge, live offers are open to every approved creator through your existing affiliate network. See the For Brands page. The ambassador programme adds a named roster on top:
- Invite by email. Invite creators from the brand portal and see who is pending, active or declined.
- Creator-owned codes. Creators request the code they want. You approve, pause or reject it, and an approved code is locked.
- Ambassador-only offers. Exclusives appear on your ambassadors' lounges, not the public feed, with an "Ambassador" badge on the offer card.
- Pause when needed. Approved codes have a Live or Paused switch.
The ambassador programme costs £499 per brand per year. It is the only fixed cost on CreatorLounge and does not change the 50/50 commission split.
How do you measure results?
Track both programmes against the same measures:
- Clicks. Is the creator sending real traffic?
- Approved sales. Count sales after returns and cancellations, not before.
- Revenue per creator. Which creators drive the most value?
- Code use. How often is each code redeemed?
On CreatorLounge, sales reconcile on your affiliate network, bot traffic is filtered out, and brand analytics give each ambassador their own row of clicks, sales, commission and conversion. A separate view splits all your traffic into "Public" and "Ambassador".
Do ambassadors need to disclose?
Yes. Ambassador and affiliate posts are both advertising in the UK and should be clearly labelled (ASA: affiliate marketing). On CreatorLounge, creators label posts with "#ad" at the start and lounges show an "Ad disclosure" line.
Frequently asked questions
What is the difference between a brand ambassador and an affiliate?
An affiliate earns commission on tracked sales and the programme is usually open to many creators. An ambassador is a chosen creator you work with long term, often with their own code and exclusive offers.
Can a creator be both an affiliate and an ambassador?
Yes. On CreatorLounge, an ambassador still has your public offers in their lounge, plus any ambassador-only offers.
How much does the CreatorLounge ambassador programme cost?
£499 per brand per year. It does not change the 50/50 split on affiliate commission.
Can I pause an ambassador's code?
Yes. Brands can approve, pause or reject creator-owned codes.
Which should I start with?
If you want reach and pay-on-results, start with an affiliate programme. Add an ambassador programme when you have creators you want to work with more closely.