It is estimated that about 40 per cent of the world’s population use social media, and many of these billions of social media users look up to influencers to help them decide what to buy and what trends to follow. An influencer is a person who can influence the decisions of their followers because of their relationship with their audience and their knowledge and expertise in a particular area, e.g. fashion, travel or technology. Influencers often have a large following of people who pay close attention to their views.

A social media influencer is not someone who …