Chewing Through Goli's Influencer Marketing Strategy

Goli is one of the top 5 supplement brands in the US. And a big part of their success comes down to how they handle their influencer marketing.

Unlike most brands that just wing it with influencers, Goli has built a real strategy around it. They've thought through every detail, from how they pay their influencers to the content they create together. Today, we're looking at 4 key parts of their affiliate marketing plan:

1. Ways they support their influencers in creating content for Goli
2. Their tiered commission system to motivate influencers
3. How they manage discount codes to track sales and build customer trust
4. How they leverage influencer content across their marketing channels

Tiered-commission structure to motivate influencers

Goli has a commission structure that ranges from 10% to 25%. The more products someone sells, the higher their commission rate goes. This motivates affiliates to sell more, since they know they'll make more money per sale as they reach higher levels.

Dashboard

The real genius is how Goli's dashboard brings this reward system to life. When an affiliate logs in, they see a simple visual timeline showing their current sales level. The display isn't cluttered with other metrics or distracting elements – it's all about that sales number, making every affiliate instantly aware of their status.

Progress markers

The dashboard shows different tiers: 0-5 sales, 6-12 sales, 13-25 sales, and 26+ sales, making it easy for affiliates to track their progress. They always know exactly what they need to do to earn more, and are encouraged to keep pushing for that next level.

It creates what behavioral economists call "progress markers" — clear milestones that make the journey feel manageable and achievement feel closer. When affiliates see they're at 11 sales, for instance, they can visualize exactly how close they are to jumping into the next tier at 13 sales.

Spacing between tiers

Let's look at the tier jumps —

• 0-5 (5 sales needed)
• 6-12 (7 more sales needed)
• 13-25 (12 more sales needed)
• 26+ (keeps going)

Goli knows that people need early wins to stay excited, so they make the first goal—5 sales—easier to hit. It feels doable and gives influencers a quick win. Then the next jump is to 12 sales, which needs a bit more work but still feels within reach. As you go higher, you need to make more sales to reach the next level—the gap from 13 to 25 sales is bigger, and then it opens up to 26+ sales.

This spacing acknowledges that initial momentum is crucial for long-term engagement, while bigger rewards should require proportionally more effort.

How to create a tiered commission structure for your brand

First, know your profit margin. If your product costs $10 to make and sells for $30, you have $20 to work with. From this $20, subtract your essential costs like shipping and marketing. Let's say this leaves you $12. This $12 is your actual room for affiliate commissions.

Now build your tiers backwards. Set your highest commission rate first such that it lets you stay profitable. If you can spare $6 per sale, that's a 20% commission on a $30 product. Then work down to your starting rate—maybe 10% to begin, jumping to 15%, then 20%.

Support package to help influencers succeed

Goli is really smart in how they help their influencers succeed. They don't just say "here's our product, now go sell it." Instead, they give influencers everything they need to create good, honest posts.

Talking points

Goli gives clear, simple information about what each product does. This ensures that instead of having thousands of influencers making different claims about their products, everyone works from the same approved information. This is especially important for health supplements, where incorrect claims could cause legal issues.

Consistent messaging across all influencers builds trust in Goli's products. If different influencers made different claims - one saying it's for energy, another for weight loss - customers would become confused and skeptical.

But when everyone shares the same honest information about benefits and ingredients, it's like getting the same trusted recommendation from multiple friends. This makes customers more confident about the product because they hear consistent, truthful claims from various sources, rather than mixed or exaggerated messages that could create doubt.

Here an example of a post that use information from the talking points doc in their captions —

The talking point —

Photo library

In the influencer's account, there's a whole collection of professional product photos called 'Grab 'N Go.'

It solves a big problem for influencers who might not have professional photography skills or equipment. Instead of struggling with poor lighting, bad angles, or shaky photos taken on phones, influencers can use Goli's professionally shot images.

Posting guidelines

Goli provides clear guidelines for posting. They tell influencers the best times to post, how to write engaging captions, and how to properly disclose their partnership. They even include important rules like FTC disclosure requirements and remind influencers to always include their promo code in posts.

This system saves enormous time and effort for everyone. Instead of influencers messaging Goli's team with questions like "What can I say about this product?" or "Do you have photos I can use?" or "When should I post?", everything is right there in their dashboard. If any product details change or new research comes out, influencers have the updated information right at their fingertips.

This means less back-and-forth emails, fewer mistakes in posts, and more time for influencers to focus on connecting with their audience. Plus, Goli can be confident their brand is being represented accurately and professionally across all posts.

Unique discount codes for the influencer's audience

Goli gives each affiliate a unique code that they can share with their audience and offer them discounts. When someone buys using their code, the customer gets a discount and the affiliate earns a commission on that sale.

Tracking sales

With these unique codes, the brand can see exactly which influencers are driving sales, what types of audiences are most interested, and when people are most likely to buy. This helps them make smarter decisions about who to partner with and how to structure future promotions.

Building trust

These codes also help influencers build stronger relationships with their audience. By sharing their personal code, they're not just promoting a product—they're giving their followers a way to save money. This positions them as someone who provides value to their community, not just someone who posts ads.

Supporting influencers

When followers use an influencer's code, they feel like they're supporting that influencer while also getting something for themselves. This strengthens the bond between influencer and follower, which benefits everyone involved.

Paying influencers a commission on sales, and giving them discounts for their audience is a system where everyone gets something good —customers get discounts, influencers earn money, and the brand gets sales and authentic marketing.

Code leaks

While these unique discount codes are powerful marketing tools, let's get real about a common headache they can cause — code leaks. Especially during big sale events like Black Friday, these codes often end up on coupon sites and deal-hunting forums.

When that happens, you lose money giving a discount for a sale that would have happened otherwise as well. Plus, you can't tell which influencer actually brought in the sale, and you might end up paying commissions to influencers who didn't drive those purchases.

The solution to this problem is — SARAL's Dynamic Discount Codes. It generates unique, time-restricted coupon codes each time a customer clicks on an affiliate link. Signup for SARAL for free, and try it for yourself.

Leveraging influencer-generated content

Great influencers aren't just salespeople—they're content creators who can tell your brand's story in unique and engaging ways. Goli understands this and that's why every third post on their Instagram is sourced from an influencer.

Goli's influencer-generate content as Instagram posts

How does it benefit the brand?

When real people show how a product fits into their lives, it leads to relatable content that resonates across different audiences. This authentic approach often performs better than polished studio shots because it helps potential customers envision themselves using your product.

This approach also gives Goli a constant stream of fresh, authentic content without the hefty price tag of traditional production. Every time an influencer shares their experience with Goli products, they're not just generating sales—they're also creating valuable marketing assets that Goli can repurpose across their channels.

For example, here they used influencer-generated content in their emails —

How to source influencer-generated content?

Go through your brand's hashtags and find posts that people already love—the ones with lots of likes and comments. Since you can already see which posts perform well, you know exactly what content to pick.

Finding and tracking creator content manually through hashtags takes hours of work though.

SARAL social listening feature can help you do this automatically—it tracks brand mentions, shows you top-performing posts, and helps you discover creators getting the best engagement, all in one dashboard.

Once you've shortlisted content you want, reach out to these creators and ask if you can use their content for your marketing. Here's a script you can use:

"Hi [Influencer Name]!

I loved your recent post featuring our [product name] - especially how you showed [specific detail about their content, e.g., "how you styled it with your morning routine"]. The authenticity really shines through.

We'd love to feature your content across our marketing channels (social media, email, and website). We'll credit you, of course, and would offer [specific incentive, e.g., "$200 payment + $150 worth of our products"] for the content usage rights.

Let me know if you're interested. Happy to answer any questions.

Cheers, [Signoff]

You can also grow your brand with affiliate marketing

Everyone wants Goli-level success with their influencer program, but most brands are still running their campaigns from Excel sheets and Instagram DMs.

That's why their influencer marketing program looks like this:

• Discount codes copy-pasted across coupon sites
• Sales tracking spread across 3 different Google sheets
• Instagram mentions buried in a sea of notifications
• Influencers churning out faster than ever

If you don't want to be one of those,  you have to try SARAL (for free!).

It's an all-in-one influencer marketing platform that can help you:

• Find influencers, reach out to them, and onboard as affiliates or ambassadors
• Track the ROI on your influencer marketing
• Manage content rights, payouts, and relationships in one place

…and do so much more.

👉 You don't have to jump to buying a subscription today. Dip your toes in with a free trial of SARAL here. Try all the features, and our support, and even run a campaign. Cancel it anytime if the results aren't making you do a happy dance.