Many Brands Recruit Thousands of Affiliates, Yet Turnover Often Remains Deficit
In the last two years, businesses in Indonesia have continuously expanded their affiliate systems, as affiliate marketing has proven to be a promising sales channel. However, this strategy is not without its challenges. Many businesses find that the number of affiliates does not correlate with an increase in turnover. While many sellers and brands are now capable of recruiting hundreds to thousands of affiliates, without clear systems for activation, onboarding, communication, incentives, and management, these affiliate forces easily disappear, fail to create consistent content, or migrate to other products deemed more attractive.
Addressing this issue, Yosef Abog, an affiliate marketing mentor and the Founder & CEO of RKP Manajemen—one of Indonesia’s largest MCNs—has launched his first book titled ‘Multiplying Turnover with an Affiliate Force’. The 264-page book serves as a practical guide for brand owners, sellers, MSME players, and e-commerce teams looking to build more structured and sustainable affiliate programmes.
In recent years, affiliates have become an increasingly contested channel for sellers and brands, operating alongside online stores, digital advertising, live commerce, and short-form video content as part of digital sales strategies. However, Yosef notes that the greatest challenge arises after affiliates have been successfully recruited. Many brands still focus on the quantity of affiliates but have not prepared the systems necessary for them to work actively and consistently.
“The problem for many brands is not a lack of affiliates, but a lack of systems to make those affiliates move. Thousands of affiliates will not mean much if there is no onboarding, content direction, communication, and clear incentives,” said Yosef.
He noted that several crucial elements are often overlooked, including the onboarding process, promotional materials, product knowledge, content angles, communication flows, commission systems, and the presence of a dedicated team or individual to manage affiliate relationships. This pattern is often visible during major moments such as Ramadan, Harbolnas (National Online Shopping Day), or new product launches. Brands may recruit large numbers of affiliates to drive campaigns, but if stock is not maintained, commissions are uncompetitive, promotional materials are unavailable, or communication with affiliates fails, the performance of the affiliate programme will be difficult to sustain.
Through the ‘Total Affiliate Activation Blueprint’, Yosef summarises RKP’s experience in assisting brands and creators within the marketplace and social commerce ecosystems. This framework is designed as a comprehensive guide so that brands do not stop at the recruitment stage but are able to transform affiliates into an active and well-managed sales force.
A critical point in the blueprint is orientation, or onboarding. Yosef stated that the first week after an affiliate joins is a decisive period. During this phase, affiliates need to immediately understand the product, identify key selling points, receive content references, and clearly see commission opportunities. Without proper onboarding, affiliates can easily become confused and ultimately fail to take action. Conversely, if they feel supported, directed, and see the potential for results from the start, their chances of actively selling the brand’s products are much higher.
In addition to onboarding, Yosef also emphasised the importance of the role of an affiliate manager within a brand. He believes an affiliate community will not function at its maximum potential without someone specifically tasked with maintaining communication, managing campaign rhythms, addressing affiliate needs, and ensuring they remain connected to the brand.
Unlike typical affiliate marketing books, Yosef uses a storytelling approach through the character Rama, a seller who represents the anxieties of many local brands. Rama is depicted starting an affiliate programme using the common method: seeking many affiliates only when sales are needed. However, through his journey, Rama realises that affiliates cannot be built through one-off campaigns. Brands must prepare a system, process, and ecosystem so that the affiliate force can work sustainably.
Yosef hopes this book will help local brands view affiliates as a long-term investment. Amidst intensifying marketplace competition and rising customer acquisition costs, brands cannot rely solely on paid advertising or momentary campaign momentum. An affiliate system, if built correctly, can become a growth channel involving creators, communities, content, and sales data simultaneously.
“A strong affiliate force is not built from numbers alone, but from a system that makes them active, knowledgeable about the product, and willing to move alongside the brand. That is where brands can begin building a force, rather than just a list of names,” said Yosef.