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A common trend over the past year has been a notable rise in the number of influencers  associating with brands. There are simply more people producing content and more people willing to consume this content.

In the first half of 2019, Admitad found that the number of sales through new traffic channels such as blogs or social media groups increased by 40% from the second half of 2018. Clearly, influencers––particularly small, niche, micro-influencers––are on the rise. 

But why is this the case? Why are we seeing such a drastic rise in the number of small-time content creators associated with brands? Here are four reasons why influencer marketing is gaining popularity.

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1. People trust micro-influencers more 

In modern times, consumers value trust over everything else when it comes to consuming content. Simply put, consumers pursue close relationships with the content providers they choose.

This is seen in the stats: Influencers with less than 1,000 followers generated an 85% higher engagement rate than those with higher levels of followers. 

This is largely due to the level of trust that small content creators have with their audience. Take a food blogger in a small-time city vs. a major culinary influencer such as Rachael Ray – people living in that city will be much more likely to trust the advice of the smaller food blogger because they can relate to them in a personal way.

2. There are more accessible tools

Another reason for the rise in influencers is the greater accessibility and agency given to them through tools. In previous years, many would not even think of monetizing their social media accounts or creating content. 

Take for instance, the Admitad extension, which gives micro-influencers the ability to easily find affiliate links with a few simple clicks of a button. More than ever, people see their hobby less as just a passion project and more as a way to make money.

Other valuable tools include SocialElite, Buzzsumo, Tweetdeck, or Klear, which each make the task of connecting micro-influencers and affiliate marketing networks much easier for both parties. These tools help bring order and efficiency to the rising world of micro-influencer marketing.

3. Increased mobilization

The way we consume content is changing to become increasingly more mobile-focused. As we approach ubiquitous 5G internet connections, people are able to access more information in less time while on the move.

It becomes a simple case of supply and demand: With more eyes searching for content, the supply rises in turn to balance it out. Equilibrium will come, but right now increased mobilization has led to a death of content which micro-influencers are increasingly beginning to fill. 

People also want to consume their content in smaller, bite-sized chunks in order to move on to the next piece of content. This has led to mobile-friendly applications such as Instagram and YouTube rising in popularity as users are able to quickly imbibe material on-the-go.

4. Ordinary people are much easier for brands to work with

It makes sense when you think about it: It takes a lot more resources to get the support of a high-level influencer with thousands or even millions of followers. For micro-influencers, simply gifting your product will be enough. And as previously stated, content created by smaller influencers will come across as more authentic, leading to a much higher engagement rate.

More often than not, ordinary people are much easier to work with than influencers who have large amounts of followers – and perhaps more importantly, they’re much cheaper. 

The rise of micro-influencers is not a mirage – they are here to stay and will make a major difference in the future of marketing strategies. Marketing teams should take note in order to best take advantage of them.

By Kateryna Khalus, Spain and Latin America Team Lead at Admitad

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