Ran affiliate programs for a handful of DTC brands this year and noticed the same pattern killing most of them before they get traction:

1. They recruit before they can track. If your attribution isn't solid on day one, you'll pay commissions on sales that would've happened anyway — or worse, disputes with affiliates over missed credit. Fix tracking first, recruit second.

1. They chase follower count, not conversion. An 8k-follower micro-influencer with a niche, high-trust audience will usually outsell a 200k-follower generalist. Vet for engagement rate and audience fit, not vanity metrics.

1. They go silent after the first payout. Affiliates who get paid and never hear from the brand again churn fast. A simple monthly check-in with new creative assets or a commission bump for top performers keeps people promoting.

1. No one owns the relationship full-time. Affiliate programs are a job, not a checkbox. Someone needs to be recruiting, negotiating, and managing weekly — otherwise the program stalls after the initial push.

If you're running (or trying to launch) an affiliate program and it's stalled, happy to trade notes in the comments.