What is influencer?

An influencer is a person with an engaged social media following who can affect what their audience thinks, buys or tries, often through recommendations and reviews.

Influencers can help businesses reach new audiences who already trust the person's opinion. A recommendation from someone followers look up to can feel more genuine than a traditional ad, which is why many brands work with influencers to launch products or build awareness.

Influencers exist on every network, from fashion and food on Instagram and TikTok to business advice on LinkedIn and reviews on YouTube. They range from people with huge audiences to micro-influencers with smaller, close-knit communities. Most networks require paid partnerships to be clearly labeled, and many offer built-in tools to tag them.

Look beyond follower counts and check how engaged and relevant an influencer's audience is. Review their past content to make sure it fits your values. Agree on deliverables and disclosure in writing, and track results with codes or links.

Example

A local ice cream shop invites a food influencer from the area to try its new flavors and share an honest review with her followers.