Since joining ShopMy last year, The Buy Guide @thebuyguide —run by creators Taylor, Ashlee, and Linley– has been using the platform to build brand relationships and expand their affiliate strategy. From the beginning, affiliate marketing has been at the core of their business, with their content focused entirely on thoughtful, product-driven recommendations.
In this Q&A, the team behind The Buy Guide shares how ShopMy has helped them strengthen relationships with brands big and small, their approach to authentic affiliate marketing, and their best advice for creators looking to grow in the space.
What role do affiliate links play in your content strategy?
Affiliate marketing is the bulk of our business strategy and has been since we started The Buy Guide. That was our whole intent when we started—to lean really heavily into affiliates.
People who share their lifestyle and then sneak links in have a bit more of a dance to do. For us, it's all we do, and our followers are here to shop and see what we're linking, so I do think that's easier for us. But our strategy is to be genuine. We share things that we are using in our lives, that we are buying, and that we are loving. We really just try to share products that fit naturally—things we don’t have to force.
What made you decide to join ShopMy?
ShopMy got great feedback from other creators that we know, and we really liked the organization of it. We could talk directly with brands and have a direct relationship without a go-between. I think that's one of the biggest draws of ShopMy for us.
How has ShopMy helped you build new brand relationships?
There have been a lot of new relationships on ShopMy, which has been great. It's just so much easier to connect with brands and see how you're performing for an individual brand. And for them, being able to see that is so helpful.
One example of a new brand we’ve loved working with is Crown Affair -they’re doing a great job.
Oh, Anthropologie comes to mind! We didn’t really have a working relationship with them in the past, but through ShopMy, they’ve done big pushes with lots of creators. Being able to have codes with them, track our sales, and work with them more closely has been amazing.
We’ve been Lululemon fans for a really long time. We’ve linked Lululemon gear through different affiliate platforms for years, but ShopMy has given us more opportunities with them than we’ve ever had before. It’s great to have a relationship with them directly.
What factors do you consider when deciding which brands to work with on ShopMy, especially for Opportunities?
I think our priority has always been a genuine fit—something we feel like we can honestly and naturally share with our audience. If it’s a new product that fits into our lifestyle and we’re excited to try it, then we’ll say yes. But obviously, if the product doesn’t test well for us, we probably won’t end up following through on that partnership. For the most part, we say yes to things we already know and love.
How do you handle things like gifting as a group?
There’s probably a much more organized way to do this, but it’s a free-for-all at The Buy Guide! If you see a gifting request that works for you, you just snag it. Occasionally, there's a product that works better for one of us—like if someone has younger kids, for example—but most of the time, it’s a free-for-all.
How do you approach incorporating affiliate links into your content?
One thing I would say to creators who are nervous about linking is that we don’t actually see a big difference in conversions between more produced content and simpler content. What really matters is giving some education—showing people why we like a product.
Showing a product in use is always better than just talking about it. So, filming while you’re actually using it in the morning is better than just saying, “I used this product this morning.” That always performs better. It always sells better. If people can see how a product would work in their life, then that’s the best. Then it sells itself.
Any advice for creators looking to work with more brands?
The key feature for us on ShopMy is how brands can see how many sales you’re making for them. So, if there’s a brand you love and want to work with, start selling their products first. Then, when you reach out, they can already see that you’re driving sales for them. That makes for a natural, easy fit. That isn’t as straightforward on other affiliate networks, so we’ve found that to be really helpful on ShopMy.
Are there any trends you’re seeing in what your audience is asking for right now?
There’s definitely a lot of spring fashion interest.
It also really resonates when we find something that’s affordable but checks all of our boxes. Our audience trusts us because they know we’re willing to spend hundreds of dollars on high-quality items. So, when we find a $20 product that meets our standards, it’s a home run for everyone.
We started this eight years ago, so just like us, our audience is aging. I always get questions about anti-aging, wellness, and staying feeling good and looking good as we age. That’s a very hot topic on Instagram right now.
I think Instagram shoppers, in general, are becoming more aware of this—with the weighted vest trend, everyone trying to get more protein, and skincare innovations like growth factors and exosomes. Our followers are always curious about these things.
To shop The Buy Guide's recommendations, check out their shop below:
