Over the past years influencers has become an important role for brands as a marketing-channel on social media and is now an essential part of most brands marketing budget. The rise of the digital transformation and social media is what has lead to this increasing marketing-channel in all sorts of industries such as; fashion, lifestyle, politics, real-estate etc. Using influencers is something that has been done for decades. Actors and models has for a long time been influencers for multiple brands but never has it been used as much as today due to the digital transformation. Since everyone has a voice on social media it has made it easier for people to become famous for example on instagram or youtube. This is why today’s influencers are not only actors and models but many are actually normal people who are capable of making interesting content and who has a certain amount of followers or subscribers.More traditionally marketing channels such as TV-ads, desktop-ads and prints are becoming less efficient as the influencer marketing is becoming more impactful because of the digital transformation. This means that the digital transformation is changing the marketing strategies that the brands has to adapt to in order to stay relevant and competitive. The influencer market is estimated to be worth 2 Billion dollars in 2017 and by 2020 set to reach 10 billion dollars which is an indicator that the market is definitely still growing. A huge influencers on instagram is the famous Kylie Jenner who is estimated to be paid the most per sponsored posts, which is no less than 1 million dollar per post. The next on the list is Singer Selena Gomez( 800000 thousand dollars per post) and followed by the football player Cristiano Ronaldo(750000 thousand dollars per post). The list continues and you would understand how this market has grown and continually is due to digital transformation.