Influencer presents are rapidly shifting the landscape for marketing. In a lot of ways it has replaced celebrity endorsement, and given smaller companies a chance to enter the endorsements space for a fraction of the cost. Influencers operate like niche celebrities with a much better understanding of their audience. This structure is really built on the personal relationship Instagram, TikTok and Youtube users feel with the influencer. Brands can leverage this micro influence to expand globally, because they have a boots-on-the-ground campaign right away. However, advertisers should be aware that this strategy has one major difficulty as a tool of expanding internationally: legal difficulties. Different countries face a wide swathe of regulatory differences when it comes to marketing transparency, and influencers may be in touch with their audience but out-of-touch with legal guidelines as it applies to promotional content.