Influencer Discount Codes: Lock Them to New Customers Only

Lydia Lee, a 15-year influencer marketing veteran who has scaled brands onto the Inc. 5000 fastest-growing companies list, breaks down how links, codes, and creator landing pages work together to drive measurable results. Her sharpest argument is about influencer discount codes specifically: most brands let them run wild, burning contribution margin on repeat buyers who are already hooked on the product.

Lydia argues codes should be locked to new customers only, because the entire point of paying a commission and offering a discount is customer acquisition, not retention of someone who would have bought anyway. She also makes a strong case for customizable creator landing pages, calling them a meaningful conversion driver because they give influencers a branded shopping experience that feels native rather than generic.

Watch to hear her exact reasoning for why sending creators into the world without a code simply does not work, and how tightening these guardrails protects margin without sacrificing performance.