In the modern digital era, influencers have become an integral part of the marketing strategy for many brands, recognized as a key channel for promoting products or services. Their role extends far beyond conventional advertising; influencers have become crucial intermediaries between brands and their target audience, forging deep emotional connections and fostering authenticity in communication with consumers. The impact of influencers on brand promotion is reflected in their ability to create personalized and relevant content that resonates with the audience. Their authenticity and transparency often surpass traditional forms of advertising, as consumers perceive influencers as friends or authorities in specific areas. Through storytelling, product reviews, tutorials, or simply sharing everyday experiences, influencers build trust with their audience, which is crucial for increasing brand awareness and driving sales. Furthermore, influencers are able to provide brands access to specific audience segments that may be difficult to reach through traditional marketing channels. By collaborating with influencers whose interests align with the values and goals of the brand, it is possible to create a deeper and more enduring connection with the audience, leading to increased loyalty and long-term sales growth. The subject of this paper is to explore the role of influencers in brand promotion and their impact on product or service sales. The research aims to analyze how influencers contribute to increasing brand awareness, influence consumer behavior, and ultimately drive product or service sales. The purpose of this paper is to provide a deeper understanding of the dynamics of influencer marketing and its contribution to business, especially in the context of achieving marketing objectives and achieving sales growth.