Influencers are people who attract users with their appearance, clothing, knowledge and skills; followers, and the more they have, the more popular they become, not only to other users, but also to the advertisers who advertise through them. Over the years through the evolution of influencer marketing, types of influencers and their specific roles have become an integral part of the modern way of advertising. After celebrities and corporate ambassadors, macro influencers and micro-influencers from interest communities emerged. The main challenge for marketers was to define the role and identify the right type of influencer in line with the brand’s goals. From a definition based primarily on the scope of the network and the social capital of influencers (with celebrities and new social media stars), marketers are gradually integrating content and commitment to these ways of advertising. Influencer marketing (also influence marketing) is a type of marketing in which the focus is on people who have an impact in a particular market, instead of focusing on the target market as a whole. He identifies individuals who have an impact on potential customers, and directs all marketing activities around those people who are popularly referred to as influencers as explained in this final paper. The success of any influential marketing campaign does not only depend on the number of followers but there are a number of prerequisites. Many influencers buy fake followers, so their engagement rate is low. In contrast, micro-influencers have fewer followers, but work to maintain personal connections with their audiences. Therefore, their posts get more engagement. As more companies realize the importance of working with influencers, they are looking for new ways to work with them. At the same time, they realize that creating long-term associations with influencers is key to better marketing.