When social networks were created, the way of communication between people also changed. As a result, the ways in which companies advertise and communicate with their clients have also changed. For the purpose of communication with clients, influencers have been engaged for some time now. Influencers are persons who have the power to influence the purchasing decisions of others due to their authority, knowledge, position or relationship with their public. The aim of the work is to determine how the establishment of influencer cooperation can increase brand awareness, increase sales, attract a new market segment or increase interaction with the brand. The purpose of the paper is to explain the importance of influencers in new ways of advertising. For the theoretical part of the work, relevant literature from available books and online sources was used. For the practical part of the work, an analysis of the content of selected influencers on social networks was carried out. The influencers selected for analysis have some similarities and differences in their work. All three selected influencers were chosen because they belong to the category of macro-influencers, but their content is based on different topics. A limitation that appeared in the analysis was the possibility of hiding the number of "likes" and comments on Instagram. However, after conducting research and analyzing the entire topic, it is clear that this type of marketing can greatly help brands achieve better visibility and more sales. The paper could certainly be useful for future researchers of this topic, but also for decision-makers in companies because it proves through various examples the importance of influencers in marketing.