As it happens, I do know. They are more properly called “influencers”, and they are a new professional class. Influencers are individuals who achieve an unusually high impact on social media, particularly on Instagram, translating glossy looks and high levels of jollity into tens of thousands — or hundreds of thousands, or even millions — of followers on the photo-sharing site. This traction is tapped into eagerly by marketing companies, which pay influencers anything from $400 to $16,000 to post a shot that features their product.
You could call them “the future of advertising”; although Emilee Hembrow— the 24-year-old Australian fashion blogger— goes a step further. “Influencers are the new media,”