The paper analysed the advantages and disadvantages of influencer marketing. Although they may be an excellent marketing channel today, influencers, in addition to their many advantages, also bring many challenges. This type of marketing is extremely efficient and practical, but it can have negative consequences on the brand image. Given the rapid development of digital technologies, there is an opportunity for influencer marketing to adapt and evolve. Advances in artificial intelligence and personalization can help create targeted campaigns that better match audience interests and needs. Also, it is important to continue working on the transparency and responsibility of influencers, in order to maintain the trust of the audience. Ultimately, influencer marketing is a powerful tool for connecting brands with audiences on social media. Although it brings numerous advantages, it is important to carefully approach the selection of influencers, clearly communicate campaign goals and continuously monitor results to ensure a successful and sustainable partnership. The paper presents the results of quantitative and qualitative research and recommendations for the practice.