2025-2026
In collaboration with Facebook Creators, I set the vision and drove design for a new way for content creators to monetize on Facebook via affiliate programs.
Since launch, Facebook Affiliate Partnerships has expanded to at least 11 markets through integrations with marketplace partners including Amazon, eBay, Shopee, and Temu.
At the time, Facebook's creator monetization strategy relied solely on brand deals — a model that favors the largest content creators and influencers.
The majority of content creators on Facebook have less than 10k followers and don't have the reach or resources to land a brand deal.
Rather than forcing this model, I led a design sprint to explore other ways that creators might monetize through brands on Facebok.
While affiliate context was technically supported on Facebook (by simply sharing a link in post captions), this experience was sub-optimal for end users that wanted to evaluate the products that creators were sharing.
Rather than lean on existing patterns, we went wide and explored a range of net new calls to action, post-tap experiences, and progressive disclosure patterns.
The most consequential performance lever we had access to was rich product metadata provided by partner marketplaces.
We built our affiliate CTA to handle the display of a wide range of product metadata. This robust component could handle the display of multiple pieces of metadata at once, and would eventually be used across a variety of commerce-related use cases across Facebook Reels.
