Major platforms (TikTok, YouTube Shopping, Meta on Facebook and now Instagram) are all pushing affiliate programmes where creators earn a commission on sales. A Thai creator association head says TikTok's "tie-in" affiliate links let brands measure each creator's sales directly, e.g. a 30,000 baht fee producing 700,000 baht in sales versus a 20,000 baht fee producing only 5,000 baht. Brands in the example shifted about 1.5m of a 2m budget into affiliate. For a small business, the practical step is to test affiliate with a few creators on a pay-per-sale basis and track which ones actually sell before committing big fixed fees. The article is a comparison piece and gives no fee rates or Thai-specific rules.