The word influencer finds reference in the English philosopher Henry More, who describes a figure of power in the religious sphere, in his book A Modest Inquiry Into The Mystery of Iniquity, from 1664. It is a composition governed by the verb to influence, given in Latin as influĕre, composed of the prefix in-, from within, and the verb fluĕre, to flow, from the base given by the Indo-European *bhleu, to sprout or to flow. In the context of the Internet, it started to develop at the beginning of the 21st century, as a phenomenon that was born naturally with the advancement of the global presence of social networks.

An influencer is a person who creates a trend, who is capable of guiding others who follow him or her on social networks. Because this is the medium we are referring to, the Internet, and more specifically social networks. This influence translates into ways of dressing, things he uses and activities he does, which are copied or mimicked by a significant part of his followers.

It is totally linked to social networks such as Instagram, YouTube or Snapchat, eminently visual and that allow you to show off elements such as clothing or accessories, with which you seek to create a trend. However, other social networks that are not so eminently visual, such as Facebook and Twitter (and especially the latter) also have their protagonists.

Leadership ability comes through a large number of followers, and this makes them especially attractive to advertise products from brands, both large and small.

This appeal has provoked the usual controversies about how influencers can and should promote brands’ products, whether they can do so covertly or whether they are obliged to explain when they wear a product for promotion.

Another constant related to brands in this world is the opacity regarding the profit figures of those involved; Very few, almost no influencers (if any) are willing to provide an advertising revenue figure, either directly with what the medium provides (for example, YouTube), or what they earn from brand promotions. .

Some people have made real fortunes, although their specific numbers remain hidden. Using these figures in commercial campaigns has given rise to an entire marketing philosophy, called influencer marketing, which is increasingly important and used by brands at all levels and on all continents.

Also, there are characters who had already gained relevance outside of social networks, such as the American socialite Kim Kardashian.

Upon its move to social networks, it has managed to attract a large part of its offline fans to the connected element. Others have already been born in the network of networks.