Good question!! To influence someone means to change their opinions. Once they can do that, they become influential!
That’s right, many brands set a goal of hiring an influential influencer, but what they get instead is audience because they focus on follower count only. We all know that having an audience is great, but if you don’t change their opinions then…that’s not influence. Some brands are fine with just gaining audience and not influence though!
Btw some brands hire influencers just for the original content they create and that’s more than ok too.
SMI* = Social Media Influencers