An influencer is someone who has built a substantial and engaged following on social media, and whose recommendations, opinions, or content choices carry enough weight to affect their audience’s behaviour - particularly purchasing decisions. Influencer marketing has grown into a significant industry, with brands partnering with creators to promote products in a more trusted, peer-to-peer style than traditional advertising.
Influencers are often categorised by audience size: nano (under 10k), micro (10k–100k), macro (100k–1M), and mega or celebrity (1M+). Follower count alone is a poor measure of value - engagement rate, niche relevance, and audience trust tend to matter more for campaign outcomes.
