Meet Charlie Chang: a creator and entrepreneur who has masterfully built his business so that a staggering 80 percent of his income flows directly from affiliate marketing.
With a YouTube channel attracting 1.3 million subscribers, his journey offers a potent lesson: it’s less about chasing virality and more about understanding and serving a specific audience with high-value content.
For Chang, this method proved to be the bedrock of his affiliate marketing success.
Understanding his systematic approach—which prioritizes authentic recommendations and consistent execution over quick wins—offers a powerful roadmap for building a sustainable content creator affiliate strategy..
The backstory: From music covers to inspiring the next generation of business owners
Chang began his YouTube journey in 2008 with music covers before shifting to personal finance nearly a decade later, driven by his frugal upbringing and passion for investing. But after years of discussing topics like retirement and budgeting, it was time for a new direction.
In 2020, Charlie made his biggest move yet: He became a full-time content creator and turned his focus to entrepreneurship.
This pivot reflected his own personal experience. “During that time, I was growing as an entrepreneur, building my business, and learning a lot. I wanted to share my journey,” he explains.
This shift allowed him to explore new topics while offering an insider peek into his entrepreneurial evolution.
How he turned affiliate marketing into 80% of his income
Chang discovered that chasing ad revenue was unsustainable—so he built a different system entirely.
The turning point: Why he shifted from AdSense to affiliate
Like many creators, Chang initially monetized content with YouTube AdSense revenue and brand sponsorships. But the turning point arrived when he began trying to make money with affiliate marketing—about a year after going full-time.
Why the shift? “Brand placements and AdSense are really dependent on views… and I couldn’t just keep trying to go viral all the time. It’s very hard to do that,” he says. Chang wanted a more sustainable income stream.
Creating content to serve his audience
Affiliate marketing allowed him to monetize by serving his audience’s needs and interests.
Shifting to a strategy that truly resonated with his audience’s search behavior marked a major breakthrough for Chang. Today, affiliate marketing makes up 80 percent of his overall earnings.
Diving into Charlie Chang’s content strategy
At the heart of Chang’s affiliate success is a meticulously crafted content strategy. Before we discuss the affiliate tactics, let’s examine how his content ecosystem works and why it’s so effective.
Video content mix: An overview
Chang strategically curates content across multiple channels. Each serves a distinct role, but they all contribute to crafting a cohesive experience for his entrepreneurial audience.
Understanding this cross-channel approach reveals a deeper layer of his content mastery.
Main channel (@CharlieChang)
The @CharlieChang channel is his largest platform with 1.3 million subscribers and over a thousand videos exploring topics such as entrepreneurship, investing, and productivity.
The videos fall into four primary categories:
- In-depth tutorials: Step-by-step guides on business strategies, software, and financial topics.
- Motivational content: Inspiring videos highlighting his entrepreneurial experiences.
- Practical guides: Shorter, actionable advice videos recommending answers to specific problems.
- On-the-street interviews: Videos of people answering questions and sharing spontaneous opinions about various topics in public spaces.
Secondary channel (@TheCharlieChangShow)
Chang’s second channel, @TheCharlieChangShow, has 4.7K subscribers and over 200 videos. This channel carves out a unique space in his content ecosystem, leaning into direct conversations and interviews.
This channel has two main video types:
- Interviews: Real conversations with business owners and other high-achievers to uncover their journeys and share actionable insights.
- Lifestyle-oriented reviews: Demos and reviews of products that he uses in his day-to-day life.
This adds another dimension to his online presence and further establishes his brand as an authority in digital marketing.
Other channels: Building a content empire
Chang’s affiliate success isn’t limited to his main channel. He strategically operates multiple niche-focused channels that each serve different audience segments:
This multi-channel approach allows Chang to test affiliate offers across different audiences to maximize his revenue potential from specialized niches.
Presence on other social platforms
By extending his reach to other social media platforms, Chang strategically amplifies his content ecosystem and introduces his personal brand to new audiences.
This broader social footprint acts as a valuable funnel, driving traffic back to his core YouTube channels and affiliate opportunities.
Image source: @charlie__chang
Target audience
When it comes to Chang’s main channel, his ideal viewer is a reflection of his own past. He empowers people who are finding their path as aspiring entrepreneurs.
Chang wants to give his audience the resources he didn’t have, imagining that a portion of his audience might struggle to achieve their dreams in the face of traditional expectations.
Charlie Chang’s 7-step affiliate strategy for content creators
Chang is open about his approach to achieving affiliate marketing success. Here’s his seven-step blueprint designed to help creators transform their content into a consistent source of revenue.
Step 1: Put value before profit
This principle is central to Chang’s philosophy. His rule is simple: he only recommends brands and products trusts.
“My top affiliates are all things that I personally use. And I think that it gives it that personal touch,” he emphasizes.
A seamless blend of product promotion and genuineness builds deep audience credibility—the currency of affiliate marketing.
“When you create helpful content and then you offer them something that you personally use to do the thing that they’re trying to learn, then it fits perfectly,” he says. This transforms promotions into solutions, creating a positive relationship where everyone benefits.
Chang keeps it real in his small business bank account video, breaking down the benefits and features of each option while sharing his own experiences to back it up.
Step 2: Aim for high-intent content topics
Chang champions a sustainable, conversion-focused strategy rather than chasing fleeting trends.
He focuses on creating searchable, high-intent content that solves his audience’s problems. This typically includes in-depth tutorials, honest product reviews, and comprehensive “how-to” guides—content designed to attract what he calls “qualified views.”
“You can have a video get a million views, but that video could make less money than a video with 500 views,” he says.
This distinction is critical: a smaller, highly motivated audience actively seeking solutions is far more valuable for affiliate conversions than a massive, passive viewership.
Chang pairs this GoHighLevel tutorial with his exclusive 30-day free trial link for the platform. Though the video has under 50,000 views, he’s still tapping into a high-intent audience that’s ready to convert.
Step 3: Master seamless affiliate product integration
Chang advises being precise with when and where you choose to plug products. Weave recommendations into your content that naturally fits the value you’re already offering.
“If you have a random viral video that’s entertainment-based and you throw in an affiliate that’s not related, it’s not going to convert. It’s also not good for your audience,” he explains.
Every product needs to feel like an intuitive, logical next step for viewers. “You want to give them a value add, instead of just an ad,” he says.
Taking a thoughtful approach boosts conversions while fortifying audience trust. “It’s a win-win because they might save some money with your link and then you also get a commission,” he points out.
Chang’s video breaks down how to make money with a print-on-demand business and smoothly works in his affiliate link for Printful, a dropshipping service that helps people sell custom-designed products.
Step 4: Guide viewers through the purchase journey
Scattering affiliate links and hoping for the best is a common misstep that often leads to disappointing results.
Chang takes a more proactive and effective approach by actively guiding viewers through the buyer experience. This begins with clear and compelling calls to action (CTAs), especially when there’s an advantage for viewers.
“If there is some type of added benefit they get by using my link, then I’m for sure going to talk about that in the text. I’m also going to talk about it in the actual video because that can raise the conversion rate quite a bit,” he says.
Source: impact.com’s The state of influencer marketing for consumers
He also suggests mentioning the affiliate offer multiple times and visually walking viewers through what happens next. “I like to say, ‘If you click on the link down below, it’s going to take you to this landing page.’ I just encourage them to follow along,” he shares.
This approach:
- Demystifies the purchase process
- Reduces potential friction or confusion
- Makes it easier to take that next step
In his Wix tutorial, Chang shows his audience how to click on his affiliate link and explains where it leads. Then, he walks them through creating an account and building their own website.
Step 5: Apply the 80/20 content rule
Success isn’t about perfection but about creating content consistently to unearth your “winners.”
This is the classic 80/20 principle in action. Committing to consistent output and exercising patience are non-negotiable for discovering those affiliate goldmines in your content library.
Success with affiliate partnerships takes time and persistence. Sticking with it can lead to valuable, long-term partnerships.
Chang explains how one of his top affiliates needed months to build momentum.
Step 6: Negotiate your worth
Once you’re consistently driving conversions for a brand, don’t assume the initial commission rate is set in stone. Evaluate your commissions and negotiate better terms to maximize revenue from your current partnerships.
“I negotiate with all of my top affiliates,” Chang says, “A lot of times you can increase your earnings per sale or conversion quite a bit—like two, three, four times.”
But making a case for higher compensation can be tough without the right performance metrics on hand.
The key is to show your value with real results first, and you’ll have the confidence and leverage to negotiate a commission that matches your impact.
Chang explains why negotiation is critical, how to propose a win-win deal with your brand partners, and what to do if you’re just starting to work with a brand.
Step 7: Refine your affiliate engine with data
Data is fuel for making strategic moves to level up an affiliate as an income stream.
Chang treats optimizing content for affiliate income as a continuous process anchored by key indicators like “Revenue Per View.” “It’s a metric I look at a lot, and it’s a great tool for negotiating with brands,” he points out.
Another key part of his data analysis is understanding search performance. “We use tools like TubeBuddy and VidIQ to tell us where the video ranks,” he explains, “If a video ranks well, then it’s going to convert.”
While you can consider views, he ultimately drills down to what truly measures the health of his affiliate partnerships: “The most important thing is looking at conversions. That’s how we rank if we’re doing well with a partner,” he says.
This isn’t just a one-time check—it’s about diligently monitoring conversion trends. “We want to see where those additional conversions came from or where we’re missing out on conversions and adjust,” he says.
The next steps: Strategies to grow your affiliate income
Once you’ve effectively implemented Chang’s core affiliate blueprint, there’s another layer of optimization that can drive your income even higher. He utilizes a few advanced strategies to boost conversion rates—and, ultimately, earnings:
Diversify your content mix to work with the algorithm
Chang uses different content formats to supercharge his reach. His on-the-street interviews depart from his other content, but they’re a smart play for increasing channel visibility.
“I still go out and interview people and make these viral videos because it helps with the authority of the channel,” he explains. That enhanced authority then gives his core educational content a valuable lift, helping it rank better and reach further.
What can other creators learn? Mix engaging, high-reach formats into your content plan to fuel the growth of your entire ecosystem.
Chang chats with guests at the Coachella Safari campgrounds about their jobs, how much they earn, and their best success tips. The video’s fun, engaging format grabs attention while delivering solid advice for his entrepreneurial audience.
Spread your affiliate content across channels
Expand your reach beyond a single platform. While YouTube is his primary channel, Charlie advises creators to consider a cross-channel affiliate strategy.
Spreading your content strategically means you can tailor affiliate promotions to each platform’s unique vibe and audience, massively boosting your chances for engagement and conversions.
Consider prioritizing affiliate as an income stream
Chang focuses the scalable, long-term potential of affiliate marketing over the immediate security of flat-fee sponsorships.
While predictable income has its advantages, he emphasizes the unique benefits affiliates offer to creators. “Affiliate marketing allows you to build a revenue stream that grows with your audience,” he explains.
By focusing on performance-based partnerships, creators can tap into sustainable, higher-earning opportunities that align with their content, offering a win-win for both creators and their audience.
Chang explains that many creators enjoy the predictability of flat fee brand deals, but should consider taking strategic risk by embracing affiliate. He also describes how beginner creators can slowly transition to affiliate with hybrid deals that combine commissions and flat fee.
Your action plan for affiliate marketing success
Chang’s significant affiliate income wasn’t achieved overnight. His success reflects a long-term approach and systematic implementation. Focus on making steady progress rather than immediate perfection.
Here’s a summary checklist based on his blueprint:
Time to build your own affiliate success
Chang’s journey offers a compelling example of what’s achievable with a strategic, authentic, and persistent approach to affiliate marketing.
His success is not based on fleeting trends but on understanding his audience, providing genuine value, and intelligently integrating affiliate partnerships.
We encourage you to take these principles, draw inspiration from his methods, and begin applying them to your own work. Your opportunity to strategically grow your affiliate income and build a more sustainable creator business is within reach.
Thank you to Charlie Chang for contributing his expert insights. Follow him on YouTube and Instagram, and check out his website to see all of the knowledge he has to offer.
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