Influencer marketing is a relationship between a brand and an influencer. The influencer promotes the brand’s products or services through various social media platforms. Influencer marketing does more than just attach a well-known celebrity to a brand. Influencers must be trusted figures within a niche community and retain a loyal following. In addition, they typically possess knowledge or experience about what they are advertising. The influencer is in control of the brand’s message, choosing how they would like to portray it. This promotes authenticity and can help reach a specific target audience. The monetary value of an influencer is typically calculated by the size of their social following as well as the platform they are using.