According to Wikipedia, influencer marketing is “a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.”
That kind of marketing works. You just have to know how to connect with influencers in the right way and understand which social platforms to leverage to make the maximum impact.
I really like the slides below. Created by Clever Girls, the presentation gives a great overview of how to approach influencer marketing programs and includes interesting case studies.