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Key Takeaways Major brands like Target and American Eagle are increasingly tapping everyday social media users with as few as 500 followers to create branded content.
These programs are often gamified, offering tiers, challenges and small rewards such as gift cards, discounts and free products instead of substantial cash payments.
Emarketer forecasts that social media spending on influencers with small followings will surge this year.
The bar for getting a brand deal has never been lower as major brands court content creators with small audiences.
According to a recent report from The Wall Street Journal, over the past year, major companies have started paying everyday creators to post about or engage with their products online. Brands opening the doors to creators with smaller audiences include baby food company Little Spoon, fitness chain SoulCycle and retailers like American Eagle and Target.
In some cases, creators with as few as 500 followers are landing these opportunities, per the Journal.
These new programs open the door for almost anyone with a social media account to become a brand promoter, even if the initial pay isn’t much to write home about. Some initiatives even double as informal training grounds, helping aspiring creators learn the ropes of content creation.
For now, perks tend to come in the form of gift cards, discounts or free products rather than cash.
Small creators are capturing a rapidly growing share of influencer marketing spend
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