It’s time to address the elephant in the room: Influencers don’t really influence anything or…

The concept of an “influencer” is pretty clear. An individual who can reach many people through various communication channels and can, therefore, potentially, influence them to like or dislike, to adopt or ban, to buy or skip buying, products, and services.

The more people the “influencer” can reach, the better, stronger, and more of an “influence” he or she has.

There is a whole marketing strategy called “influencer marketing” or “influencer outreach”. There is even a concept called “micro-influencer” to describe people with less following who are still considered “important” in their niche.