Influencers aren’t replacing traditional commercials, but they could in the next couple of decades. Overall it has the ability to reach cross-platform and forge a stronger connection with audiences. This is evident with Gen Z and Millennials, who are more drawn to influencers. When selecting influencers, one key factor is how organic their engagements and community are, signaled by comments and interactions. Brands should also consider a combination of local and global reach when selecting different influencers. Global influencers have more reach and spread awareness, where local influencers have better cultural knowledge and audience engagement. Finally, brands should allow influencers to personalize their interactions and collaborations; this creates a more realistic delivery and produces significantly more engagements.