We’re so used to seeing influencers with hundreds of thousands (or even millions) of followers promoting products, it’s easy to think the “influencer” world is only for the elite.
But there’s a shift happening.
Everyday people, with audiences of just a few hundred or a thousand, are now making genuine income from affiliate links and product recommendations.
Platforms like ShopMy and LTK are opening the door for smaller creators to monetise their content in a way that feels authentic.
And honestly? I think this is a big deal for small businesses, freelancers, and creatives.
Why it works
The appeal is simple:
People trust people they know.
A recommendation from your friend, your hairdresser, or that girl you met at a networking brunch feels way more authentic than one from a celebrity. These micro-influencers (some with fewer than 1,000 followers) are relatable, approachable, and often hyper-niche in their content.
It’s less “buy this because I was paid to” and more “I use this, I love it, and I think you will too.”
Opportunities for small business owners
If you run a small business, this trend isn’t just about becoming an affiliate creator — it’s also about collaborating with them.
You could:
Gift products or services to a local micro-influencer and let them share their experience naturally.
Work with loyal customers who are already talking about your brand — give them an affiliate link so they benefit when their network buys from you.
Be your own influencer — share the tools, services, and platforms you love, and earn a commission when others buy through your link.
The fine line between authentic and salesy
Of course, with opportunity comes responsibility. Audiences can spot inauthenticity a mile off. If everything suddenly becomes a sales pitch, you risk losing trust.
My advice?
Only promote products or services you genuinely believe in.
Keep your recommendations occasional, so they feel special.
Be transparent — clearly label affiliate links.
My take
I think this trend is exciting because it levels the playing field. You don’t need a huge audience to have influence — just genuine connections, a clear niche, and the confidence to share what you love.
It’s also a reminder that social media is shifting back towards people-first content. Less polished perfection, more authentic conversation.
And if you’ve ever thought, “I’m too small to make an impact”… this might be the perfect time to prove yourself wrong.
