This final paper will briefly describe the importance of digital marketing today and how it can be used. It will explain the emergence of new occupations in the market, such as influencers, and how they create new trends and push the boundaries of business. The first and theoretical part describes in what ways digital marketing differs from a traditional approach. In addition, it will define all the important terms and features of digital marketing, digital environment, as well as the process itself of creating a brand. The second part of the research consists of two methodological approaches. The first approach was an interview with a chosen influencer, in which she explains the basis of her profession, the methods which she used to establish her own brand, and the methods she is applying in marketing and promotion. The second approach was content analysis, where the influencer's posts were analysed in a given time interval. That part of the analysis was divided into three components: content concept, the content itself (quality of the posts, content format, etc.) and the engagement in those posts. The final part shows that the results of the content analysis corroborate the interview with the chosen influencer and her methods used for running a successful business and brand.