Communication is a broad and complex concept that various theorists and communication scientists have tried to summarize with various definitions. From the origin of human speech 200,000 years before Christ to the phenomenon of social networks, communication has changed, developed, and followed the progress of mankind. With the advent of the press, radio, and television, mass communication appeared, which enables the sending of messages and information from one channel (sender) to a wide audience (receiver). The aforementioned media are classified as mass media, and in 1989, with the launch of the World Wide Web, the Internet joined them. The Internet is the first channel of mass communication that enabled the recipients of a message or information to actively participate in the discussion. Content consumers are beginning to produce content and are no longer just passive observers. Social networks make everyday communication easier for users, and in addition to communication, social networks are also used for marketing. Instagram is one of the most popular social networks today, and its primary purpose after its launch in 2010 was to quickly and easily edit and publish photos. Influential persons, in the further continuation of the thesis, influencers, communicate with the target group of the audience via the chosen platform or social network. Influencers differ depending on the number of followers, the chosen communication platform, areas of activity, and industries. One of the most influential groups of influencers are activists who encourage their followers to be proactive, take various actions, and participate in boycotts. Grof Darkula, a Croatian influencer who presents himself under a pseudonym, belongs to activist influencers. In four years of activity on Instagram, Grof reached 64,400 followers without paid advertising, published three editions of the book Survival Manual, and influenced many people throughout Croatia and the region.