Influencers are individuals who have the power to affect the purchasing decisions of others due to their authority, knowledge, position, or relationship with their audience. They often leverage platforms like Instagram, YouTube, and TikTok to share content and engage with followers, making them valuable partners for brands looking to reach specific demographics. The rise of influencers has transformed marketing strategies, as brands collaborate with these individuals to promote products and services authentically. This trend has led to the emergence of various influencer types, including micro-influencers and macro-influencers, each serving different market segments and engagement levels.