New generations consider social networks not just as a parallel world, but as an integral part and extension of their real and social life. This has a strong impact on traditional marketing methods, even for small and medium-sized businesses. The companies understood that to sell and advertise their products they have to support those who have popularity and influence in the social networks, the voice and creativity of someone who are "followed": we are talking about the influencers. 
A new marketing strategy that consists in creating a series of collaborative links between companies and individuals with web visibility, who are able to attract potential buyers. According to a study carried out by Twitter and the company Annalect, a whopping 40 percent of people say they’ve purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine or YouTube .
Let's take the example of Starbucks. When all the social networks were overwhelmed with unicorns, the famous company did not hesitate to create a product inspired by this character. The bartenders considered the elaboration of the drink very complicated; one of them made it known through a video in which he asked the solidarity of consumers not to ask for it. The video became so viral that it became the best-selling Frappuccino in the history of Starbucks.  The influencers have therefore changed the rules of the marketing game.
In this context, small and medium-sized enterprises must be able follow the current of new generations and recognize those who ride the wave of millennials, in their target audience (bloggers, YouTube users, etc.). The market is constantly evolving. As technology improves, the public changes and new trends emerge, the future of influencer marketing, like any other marketing strategy, is intended itself to rapid transformation. It will be crucial for SMEs to keep up with changes to achieve success and progress in the business future .