Influencer

An influencer is someone who has the ability to alter the attitudes, behaviour, or decisions of others through authority, knowledge, position, or the nature of their relationship with the audience. Such ability is either inherent to their personality or is constructed by others for benefit. This benefit can be either social, personal, and or economical. The term 'influencer' is used in fields such as media, business, politics, religion, and communication, referring to people such as social media influencers, podcasters, public speakers, religious influencers, writers, and newsletter writers who have dedicated followings in various areas.

One writer defines influencers as "a range of third parties who exercise influence over the organization and its potential customers." Another defines an influencer as a "third party who significantly shapes the customer's purchasing decision but may never be accountable for it." According to another writer, influencers are "well-connected, create an impact, have active minds, and are trendsetters". Just because a person has many followers does not necessarily mean they have much influence over those people.

In contemporary usage, the term frequently refers to a social media influencer or online influencer, a person who builds a grassroots online presence through engaging content such as photos, videos, and updates. This is done by using direct audience interaction to establish authenticity, expertise, and appeal, and by standing apart from traditional celebrities by growing their platform through social media rather than pre-existing fame. The modern referent of the term is commonly a paid role in which a business entity pays for the social media influence-for-hire activity to promote its products and services, known as influencer marketing. A 1% increase in spending on influencer marketing can lead to a 0.5% increase in audience engagement. As such, an influencer effectively acts as a modern salesperson or a marketer. Types of influencers include fashion influencer, travel influencer, and virtual influencer, and they involve content creators and streamers.

Some influencers are associated primarily with specific social media apps such as TikTok, Instagram, or Pinterest; many influencers are also considered internet celebrities. As of 2023, Instagram is the social media platform businesses spend the most advertising money towards marketing with influencers. However, influencers can have an impact on any social media network.