With technological progress and the invention of social networks, photography has changed. Social networks have increased the multimedia possibilities of photography and thus photography has become the main tactic of marketing professionals when using social networks. Photography has become widely available due to great technological advances, most people use advanced cell phones, social networks and publish photos relatively often. Over time, social networks and photography have created the preconditions for the emergence of influencers and content creators. Influencers and content creators are people who create content with the aim of placing it on social networks. Today, more and more companies are investing in influencer marketing. Although there are divided opinions about what influencers do, what are the benefits of influencer marketing for businesses and how to properly conduct influencer marketing, this part of marketing is constantly growing. This paper investigates how familiar business entities are with influencer marketing campaigns, whether they implement them and whether they measure ROI after the campaign. The paper also explores the opinion of influencers about the work they do, their satisfaction, the way they negotiate collaborations with business entities and ROI awareness after the campaign. At the end of the research on influencer marketing and ROI, the responses of influencers and business entities were compared in order to get a complete picture of influencer marketing and ROI in influencer marketing in Croatia.