Today's generation of social media users have a constant need for diversity and changes within markets. Businesses have recognized that need and redirected their marketing towards them. Leaders in that type of marketing use their knowledge and creativity to transfer all the necessary information to the end customer and collect new information from them in order to create a bond between satisfied business and customer. Percentage of social media usage is increasing in proportion with the development of technology. In that moment when everything became available to the customer, marketing changed their approach towards them. Nowadays marketing focuses on influencers which are main guiding thread towards customers, why we can see a growing number of investments put in them. In order to have an influence, influencers need to have a lot of social media followers. Then, according to this type of date such as number of followers and likes, marketing department can see which influencer will make biggest impact on the targeted customer. Business and influencer get into the contract and then the rate of sale of service or a product is measured. Influencer which have been mentioned in this work have years of experience and credibility, and since their whole life is out in the world and in the public eye they have a lot of influence on everybody. This type of living can be stressful why there are a lot of cases of death caused by people trying to get as many followers as possible. In future not only that it is expected an increase of this type of advertisement, but also the need of companies for it. With the development of technology and the digitalization of society, they will no longer be the classic marketing approach, but all businesses will transfer to digital needs of society. The market is highly developed, and the competition of companies is growing day by day, businesses which will not be able to adapt digitally and there are many in Croatia, they will have a negative growth trend in sales and services which can lead to company closures.