How can small social media followings still provide value to sponsors?

Tony explained that even athletes with under 10,000 followers (micro-influencers) can be valuable because sponsors like K&N can take that authentic content and push it through their own channels reaching 2 million+ people. He works with people who 'barely know how to use the internet' but can still create valuable content. The key is creating consistent, product-focused content that shows real-world use of the sponsor's products. The sponsor then repurposes this authentic user content for their own marketing.