Influencer marketing involves brands partnering with social media personalities to influence purchasing behaviors. These influencers, ranging from celebrities to micro-influencers, create content like sponsored posts, product reviews, and more. This strategy works due to the trust, targeted reach, high engagement, and creative content they provide. While effective, challenges like cost, market saturation, and measuring ROI exist. Success depends on selecting the right influencers, setting clear goals, and tracking results.