Or it should be.
Nice outline below of the rise and growing sophistication of influencer marketing to complement wider sales and promotional efforts.
Ad people like micro-influencers for their ability to connect intimately with audiences, and international marketers like the flexibility of identifying different ambassadors within specific markets, rather than hoping to identify (and them pay for) celebrities who can appeal broadly. And posts shared within communities avoid ad-blocker software- as they should; it's content someone you know or follow thought you might want to see.
PR people know influencers work best when they're addressing "shareable moments" - often something that's BREAKING in the news, either happening on its own or created through an event, publication or production.
It’s authentic word-of-mouth marketing at scale which has been the holy grail to all marketers since the invention of advertising. And it is now becoming far more accessible via social media influencers.