Media such as television, radio or Internet do not only transmit news, but create an image wich masses later absorb. This way they affect society and shape general opinion of majority. We are surrounded by ads we barely notice, but which cut deep in our subconscious. Social network is a place where influencer management begins as well as the most of today’s comunication. The most popular social networks are Instagram, Facebook, YouTube, blog and Twitter. Influencer is any person who possesses a certain amount of power of influence on someone or something, but today word influencer means a person on social network with sufficient number of followers to be able to bill their influence and advertise brands. Categories by type are pets, parents, fashion, fun, travel, gaming, fitness, beauty, food, home, technology, work, kids. Influencers can be sorted in four categories by size: nano influencers, micro influencers, macro influencers, mega influencers. Croatian influencers are mostly women in the age group between 20-30 years and they make a bit smaller amount of money than their colleagues in more developed countries. Many influencers such as Rihanna, Kylie Jenner, Elle Dvornik and others have recognized potential of their influence and started their own business, usually under their name. Thanks to already established market they tend tobe successful. It is assumed that more and more companies, and in increasing extent turn to doing business with influencers, mostly in terms of marketing cooperation. Accordingly to that amounts of investments should grow as well as separations from marketing budget for purposes of this type of advertising. If trend continues according to the results so far it is to be expected that influencer marketing becomes one of the most important, if not even primary type of company advertising.