Donya Jahanbakht and her son Arta

Influencer marketing is particularly common in the health and fitness industry, with Instagram a common influencer marketing platform. However, influencer marketing refers to any marketing program intended to increase mentions of a brand by an influencer. As a person considered to be influentail, an influencer uses that influence to guide their followers’ buying decisions. Most often done via creating media (videos, podcasts, newsletters), influencers promote products that they are paid to promote.