“Affiliate marketing isn’t a magic solution: young brands need guidance to succeed”

Interview with May Berthelot, French content creator

Can you introduce yourself and tell us a bit about your background?

Sure! I started my Instagram account about ten years ago, mainly to share moments with family and friends. I also wanted to connect with people who loved fashion and luxury like I do, which wasn’t really a shared passion in my immediate circle.

At the time, I was a legal director handling anti-counterfeiting at Videdressing. Instagram was just a hobby back then—I posted irregularly and didn’t think much of it. But around 2020, I decided to take it more seriously. After Videdressing was bought by leboncoin in 2018, I had a bit more time to explore the possibilities that social media offered alongside my work.

I wanted to be more professional, share my knowledge, and use my experience but I was still learning the ropes of social media and juggling a busy schedule. Things really started to pick up at the end of 2019 when I adjusted my content style.

Then came the March 2020 lockdown, and everything accelerated. I started making IGTV videos with my brother, who’s a videographer, and some of them really took off. My best friend, just back from traveling the world, offered to help manage my emails, and before I knew it, things became more structured. Today, she’s fully dedicated to helping me with this. Working with family has been amazing!

Later, I left my role at Videdressing/leboncoin to head anti-counterfeiting at Vinted in 2022, right after getting married. Balancing this with social media and writing for print fashion and luxury publications was a challenge.

On top of that, my IVF journey began in March 2024—it’s emotional, physically demanding, and full of ups and downs. After a particularly tough experience, I left my job in September 2024 to focus on treatment while continuing my social media work. Being able to stay independent during such a personal journey is priceless.

How long have you been doing affiliate marketing, and how does it fit into your daily life?

I’ve been doing affiliate marketing for two years, mostly through Affilae. My first partnership was with Sézane.

I always try products before talking about them. For instance, with Aime, I tested it for three months before recommending it to my audience.

Affiliate marketing is still new to me, so I’m learning as I go. But when I focus on it, the results are great. What I love is how easy it is to create affiliate links—you don’t need a direct partnership with the brand, and it fits naturally into my day-to-day.

That said, for standard campaigns, I often create more polished content, like Reels with editing and voiceovers. That takes more time and effort, and it feels less spontaneous.

How do you choose the brands you work with?

For affiliate marketing, I’m a bit more relaxed—it fits easily into my routine. But for sponsored partnerships, I’m very selective because my image is at stake.

I definitely recommend platforms like Affilae. With the new influencer laws in France, affiliate marketing gives real flexibility, especially for young brands that don’t have huge budgets.

How important are long-term relationships with brands?

They’re crucial. I’ve worked with some brands for 3–4 years, sometimes longer. It’s important for my audience, even if it can limit my turnover. I prefer consistency and genuine collaborations that reflect my personal style.

Affiliate marketing could strengthen these relationships even more, but I’m still exploring that.

What trends are you seeing in influencer marketing?

Honestly, I don’t find the current trend very positive. Buzz culture pushes some people to say or do anything just to become influencers. Meanwhile, brands are shifting back to exclusive collaborations with creators they really trust.

What are your future projects, and how does affiliate marketing fit in?

I’m starting classes at the School of Jewelry Arts, exploring a new passion. At the same time, I’m continuing my IVF journey. Affiliate marketing is now a natural part of my content creation—it aligns with how I want to present my account. Interestingly, I also find that my followers often prefer affiliate collaborations to classic sponsored posts.

Any advice for creators and brands?

For creators: Just start! Don’t get discouraged. Structure your work, don’t rely on a single brand, and diversify your affiliate sources. Remember that influencing should be a passion first—not just about income or followers.

Affiliate marketing is a great supplement if you’re not full-time, requiring less effort than paid partnerships and giving more creative freedom. Honestly, I wish I had started sooner.

For brands: Don’t expect affiliate marketing to be a magic bullet. Established brands might manage alone, but young brands need guidance to make it work. Offer attractive commissions to make it worthwhile for creators.