Reid Webb, Commerce Director at The Daily Beast, dispels the myth that affiliate marketing is exclusively for big businesses. She highlights its effectiveness for smaller brands with limited budgets and challenges the misconception that it's only for major players like Nike. Reid suggests that affiliates are a great space for any brand, especially those looking to connect directly with consumers at a low cost. Her advice to those considering the affiliate marketing channel is to conduct research and, if needed, seek help from experts, emphasizing the importance of specialized knowledge. Reid shares her journey into affiliate marketing, admitting she knew nothing about it initially but recognized its broader scope beyond coupons and promo codes. She underscores content creation as the core of affiliate marketing and encourages brands to work with affiliates and creators for creative brand promotion.