An influencer is an individual who has built a significant and engaged following on social media or other online platforms. They are often seen as experts or trendsetters in their niche, such as fashion, technology, or lifestyle. Influencers can sway their audience's opinions and behaviors, particularly in regards to purchasing decisions, through their content and endorsements. Brands frequently collaborate with influencers for marketing campaigns, leveraging their reach and credibility to promote products or services. The effectiveness of an influencer in digital marketing lies in their authentic connection with their audience.