When celebrities or social media users have a wide reach and thereby achieve a certain amount of influence, they are called influencers. Brands have recognized the potential of influencers and divide their advertising budgets accordingly. They use channels with thousands of followers to boost their own profile by placing their products in the news stream. The advantage of this is that marketers reach their target groups more directly through influencers than with conventional advertising. Besides the major influencers, whose fame has made their lifestyle completely different to that of their followers, there is now also a large number of “micro-influencers” for all kinds of subjects such as fair fashion, food and fitness, and whose specializations make them just as credible.