Over time, contemporary consumer became more and more complex and more demanding and he expects to enjoy in his consumer rights. Encouraged by previously mentioned, most of producers were forced to move their communication, as well as business itself on social media. Social media like Facebook, Instagram and YouTube became integral part in contact with customer and opened many doors for them. Producers are able to track the activity of their users at any moment and influence on factors that will enable them better sale and therefore better relationship with consumers. Younger generations have moved their entire life on social media, and therefore producers strive to reach them whereas they are the future beneficiaries to whom they need provide special attention. Ove the last few years profession influencer appeared which is characterized as strong influence on individual people in purpose of informing and selling specific product or service. Therefore, manufacturers have seen the opportunity for their marketing strategy by engaging influencers to deliver better results than any form of promotion before.