1. T H E B L O O M O F
I N F L U E N C E R
M A R K E T I N G
By Nistar Ahmed Nadvi
2. Nano- and micro-influencers are typically classified as having
between 1,000 and 100,000 followers, though this number varies
greatly depending on the business and platform.
Who are they?
3. THE FUTURE
According to our forecasts, social commerce sales in the United States will
increase by 24.9 percent to $45.74 billion in 2022. To meet demand as influencer
marketing travels deeper down the sales funnel, firms will need to expand their
rosters of nano- and micro-influencers.
As social commerce continues to flourish,
more sponsorship options will become available.
4. THE GAINERS
More sponsorship possibilities will be available as social commerce
continues to flourish.
Nano- and micro-influencers are perceived as "people like me" by consumers, making
them more likely to trust and act on their advice. They are also less costly: According to
HypeAuditor statistics from June 2021, 70.7 percent of influencers with 1,000 to 10,000
Instagram followers' price up to $100 per post, while 76.9% of influencers with over 1
million followers charge $1,000 or more.
Nano- and micro-influencers are the most sought-after by brands.
Although this isn't a new concept, TikTok has helped to increase their popularity among
marketers in recent years. TikTok's influencer marketing is fueled by organic content (often
from "everyday" artists with smaller followers) that has the potential to go viral and reach
audiences beyond those who initially saw it. 90 percent of US marketers stated they
intended to collaborate with influencers with 5,000 to 100,000 followers this year, according
to research from influencer marketing platform Linqia from March 2021.
6. MAKE A LIVING
Despite new revenue streams, smaller influencers will need to work with
companies to make a living.
Smaller producers are supposed to benefit from programs like tipping and micropayments,
but so yet, just a few have been compensated. According to Sensor Tower data, Twitter's
"Super Follows" function produced barely $6,000 in US iOS revenue in its first two weeks.
Meanwhile, consumers have embraced subscriptions, but it is the top artists who are reaping
the benefits. As of June, the top ten newsletter creators on Sub track have jointly earned
more than $20 million per year. What's the end result? Some larger influencers can (literally)
afford to turn down new corporate sponsorships, whilst demand from lesser influencers will
8. SOCIAL MEDIA
Smaller Influencers' Creator Tools Will Be Expanded by Social Platforms
The most sought-after programmes, such as TikTok's Creator Marketplace and
Instagram's Branded Content features, typically do not accept producers with lesser
followings. That will change in 2022, when social media platforms increase their efforts
to engage influencers of all sizes, not just the biggest. Instagram's decision to offer
Stories link stickers to all users after previously restricting them to companies and larger
accounts is one early indicator. With more tools like these, brands will be able to choose
from a larger pool of artists.
Micro-influencers will be used by retailers to build livestreaming platforms.
Retailers are thrilled about providing livestreams on social and video platforms, but
they also want to build their own platforms, and they rely on micro-influencers to
provide consistent content. Influencers who promote products during onsite
livestreams can earn a commission from Amazon Live. Walmart has teamed with
Buy with, a livestreaming platform, to allow influencers to apply to lead live
shopping sessions on walmart.com. Micro-influencers, who may not have the
following to draw greater activations, are targeted by these affiliate programs. As
more stores launch their own livestreaming channels, collaborating with micro-
influencers might help keep such channels active.
10. ADVERTISING & MEDIA
Marketers will shift their focus from quantity to quality.
When it comes to collaborating with influencers, the common opinion is that scale is the
most important factor. While some marketers may still believe this, many are understanding
that relevance, authenticity, and quality are more important than audience numbers. Coca-
Cola, Sephora, Sperry, and Glossier, to name a few, have actively courted micro- and nano-
influencers, and more brands will undoubtedly follow in 2022. The purpose of any
advertising and marketing is to increase sales, and clever marketers have realised that a
creative with 10,000 engaged followers can possibly drive more sales than an A-list
celebrity whose vast audience may not be tuned in to product endorsements or
11. PERFECT USERS
There are companies using influencers mostly as their advertising strategy.
12. TOP PICK
SHEIN will be my top pick among the mentioned companies as they have
Based on the social media platform.
When it comes to cooperating with influencers, the consensus is that size matters the
most. While some marketers may still believe this, many are realizing that audience
numbers are less essential than relevance, authenticity, and quality. To mention a few,
Coca-Cola, Sephora, Sperry, and Glossier have actively courted micro- and nano-
influencers, and more firms will certainly follow suit in 2022. The goal of any advertising
and marketing is to boost sales, and astute marketers of SHEIN have realized that an
influencer with 10,000 engaged followers can potentially drive more sales than an A-list
celebrity with a large audience that may not be tuned in to product endorsements or
13. THE AFTERMATH
Choosing this business strategy brought good results for SHEIN
Starting at 2008 as a Chinese exporter who only
selling the wedding dresses to US market,
SHEIN slowly change their business as digital
lifestyle e-commerce site. With the help of influencer
marketing they have grown from a single product to
all-inclusive fast-fashion e-store by 2022.
14. THE GRAB
Some stats to help the cause -
1. Influencer marketing, ahead of SEO, experiential marketing, and short-
form video content, was named the most effective marketing trend by 58
percent of marketers in 2021. (According to HubSpot Blog Research)
2. Influencer marketing is effective, according to 80 percent of marketers,
and 89 percent say it works just as well (if not better) than traditional
3. 86 percent of marketers plan to keep investing in influencer marketing at
the same level or increase it in 2022. (According to HubSpot Blog
4. Snapchat and Twitch are two of the least effective influencer marketing
platforms. As a result, in 2022, they'll be the top two platforms' marketers
want to abandon. (According to HubSpot Blog Research)
• Yesiloglu, Sevil, and Joyce Costello. Influencer Marketing : Building Brand
Communities and Engagement. Edited by Sevil Yesiloglu and Joyce Costello,
• Glenister, Gordon. Influencer Marketing Strategy: How to Create Successful
Influencer Marketing. Kogan Page, Limited, 2021.
• Martínez-López, Francisco J., et al. “Behind Influencer Marketing: Key
Marketing Decisions and Their Effects on Followers’ Responses.” Journal of
Marketing Management, vol. 36, no. 7-8, Routledge, 2020, pp. 579–607,