Influencer Marketing is a hybrid of old and new marketing tools, where a brand collaborates with an online influencer to market one of its products or services.

Influencer Marketing is not necessarily "celebrity" marketing. Influencers have built a keen and enthusiastic group of followers, who follow them, not the brand, but may be swayed by the opinion of the influencer.

• the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience.
• a following in a distinct niche, with whom he or she actively engages. The size of the following depends on the size of his/her topic of the niche and level of his/her engagement