Influencer marketing is promoting a brand through people with genuine influence over their community on social media. The brand draws on the trust an influencer enjoys with followers, so the message sounds more credible and less like advertising than a classic ad. Effectiveness depends more on the creator’s fit and authenticity than on the follower count alone, which is why micro-influencers with an engaged, narrow community often deliver a better result than huge accounts. Payment for results (discount codes, affiliate links), not just for reach, plays an ever-greater role. Worth knowing: in Poland the labelling of paid collaborations by creators is governed by UOKiK recommendations, and failing to follow them risks penalties, so it is worth writing the labelling rules straight into the contract. (Compare: Engagement Rate, User-Generated Content (UGC), Social Proof)