With the emergence of social networks, influencers, or influential individuals, have also emerged, playing a significant role in business operations and brand development today. Social media influencers create various multimedia content daily to promote brands and influence consumer perceptions and behavior. In the relationship between influencers and brands, brands must carefully select the influencers with whom they wish to collaborate and entrust them with the task of promoting their brand. Simultaneously, influencers must creatively present the brand to their followers and ensure their partnerships are distinct. This paper aims to demonstrate how influencers, through the creation of multimedia content on social networks, communicate with consumers and the extent of their influence on consumer behavior. The theoretical part of the paper uses secondary sources to define influencers and influencer marketing and to describe how they use multimedia content in their daily communication with followers on social networks. The practical part presents examples of influencers in Croatia and conducts primary research that examines the perceptions of respondents aged 20 to 30 regarding the multimedia content of influencers on social networks and its impact on consumers. After the research was conducted, it was assessed that the respondents in the research question the authenticity of influencers on social networks, that they believe that influencers should work on the elements of multimedia content which they publish on social networks, and that there is a certain amount of skepticism among respondents when it comes to the authenticity of the recommendations that influencers share via their social networks.