This paper deals with the attitudes of digital users towards the content and promotions of digital influencers on the social network Instagram. The objective is to examine the opinion of members of generations X, Y and Z regarding influencer marketing and their perceptions of the messages and content of digital influencers on Instagram. Additionally, the paper aims to analyze their preferences concerning the types of content they prefer on Instagram. The goal of the research was to answer how Generation Z views influencer marketing, identify the types of content that appeal to them, and understand their perceptions of the content published by influencers. The results of the research showed that the majority of respondents are familiar with the concept of digital influencers, understanding their purpose and way of functioning. Placing reliable content that is both creative and current attracts a lot of attention and contributes to highlighting a certain digital influencer on social platforms. It is important for respondents that the content is creative, informative, current and entertaining. Social networks are a part of the everyday life of generation Z, therefore Instagram, Facebook, TikTok and YouTube stand out the most in the use of platforms. Respondents use social networks precisely because of creative content, information, news and entertainment. In terms of consumer habits, digital influencers have an influence on individuals who use their promo codes, respond to purchasing products or using services. Respondents also indicated that digital influencers impact their attitudes toward certain products and/or services.