[eMarketer] Mirco-influencers present macro opportunities

Creators with smaller followings will be the strategic play in the influencer marketing world in 2022.

The continued growth in social commerce will open up more sponsorship opportunities. US social commerce sales will rise by 24.9% to $45.74 billion in 2022, per our estimates. As influencer marketing moves further down the purchase funnel, brands will have to add more nano- and micro-influencers to their rosters to meet demand and their sales goals. Why? There are only so many Kardashian-Jenners out there—and only so many brands that can afford them.

According to eMarketer, Smaller influencers give brands the most bang for their buck. Consumers view nano- and micro-influencers as “people like me,” which makes them more likely to trust and take action based on their recommendations. They’re also less expensive: According to June 2021 HypeAuditor data, 70.7% of influencers with 1,000 to 10,000 followers charge up to $100 per Instagram post, while 76.9% of influencers with over 1 million followers charge $1,000 or more.

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