In recent years, the frequency of using social networks and therefore influencers as a tool in digital marketing communications has been increasing in Croatia. Influencers are public celebrities who act on social networks and have an impact on the audience who follows them. This paper describes the concept of influencers in order to gain insight into how they work and maintain their authenticity. Influencers help companies reach audiences who are unfamiliar with the brand or products the brand is selling. By using creative ways to introduce the product, it introduces the audience to the effects of the product and encourages them to buy. Because an influencer is surrounded by an audience that is interested in the topics he / she deals with on his / her profile, they have their attention and confidence. When selecting influencers, companies need to consider several factors such as the authenticity with which influencers attract, their relationship and the confidence they build with their audience, reach, relevance, and efficiency. Through the questionnaire, the attitudes and opinions of the followers were explored, and an in-depth interview with influencers analyzed the influencer's marketing performance and communication on digital channels. The paper provides useful suggestions on how to apply the relevant criteria in selecting the appropriate influencers and how to harness their potential for positioning brands in specific market segments.