Influencers are individuals who have the power to affect the purchasing decisions of others due to their authority, knowledge, or relationship with their audience. They often share content on social media platforms like Instagram, YouTube, or TikTok, where they showcase products, lifestyles, or ideas. Their followers trust their opinions, making influencers valuable partners for brands looking to reach specific audiences. Many influencers focus on particular niches, such as fashion, fitness, or travel. By creating engaging and relatable content, they build a loyal community. Brands collaborate with influencers to promote their products, hoping to tap into the influencer's audience and boost sales.