An influencer is someone who can persuade, thanks to their status, knowledge, location, or relations with the views of other people. By making podcasts and videos, posting news and catalogs on Instagram, TikTok or Youtube, they try to win the trust of their audience. Generally, they work on one interest by creating a community such as fashion, beauty, fitness, travel, and technology.
These influencers promote the goods and services of other companies and brands in exchange for monetary compensation. They do so through their own brand narrating more like their experiences than an advertisement. This technique of marketing is also very effective since the followers do not see the influencers as advertising agents. However, with the expansion of the influencer culture, it has become almost impossible for businesses to reach their consumers without the help of influencers. Nevertheless, partnerships with influencers are increasingly subject to concern regarding their authenticity and transparency, thus the influencers are expected to maintain their true connections with their followers always.
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