The present essential explains the principles of influencer marketing and provides a practical and concise introduction to the topic. It presents effective strategies and answers practitioners' questions: How can I decide if this form of marketing is suitable for my product? How do I choose the right channels and ultimately the right influencers? How does influencer marketing fit into my marketing mix? Traditional marketing campaigns are increasingly struggling to penetrate consumers' perception thresholds and thus capture their attention. Consumers are placing less trust in traditional advertising and are seeking information based on a pull principle. This development caters to the trend of influencer marketing. The authors provide practical examples and decision-making aids.